| Setting up online fundraising tactics requires a | | | | 6. SOCIAL NETWORKING SITES: This is |
| different level of effort, skill, and patience. Some | | | | time-consuming because there are so many, but I am |
| tactics will immediately drive traffic to your site, | | | | sharing a link to the best social networking sites for |
| other's will over time. ALL will get them there to push | | | | non profits. Also consider all the blogs dedicated to |
| your fancy little button that says, "Donate Now". | | | | working the social sites; they are social networking |
| 1. BUILDING YOUR WEBSITE: This is the obvious | | | | sites detailed and user-friendly for a novice. |
| place to start in order to expand your donations, an | | | | Bottom-line, social networking increases your Google |
| online fundraising program. The best advice I can | | | | ranking, drives traffic, raises money and it's FREE! |
| offer is if your website looks shoddy, donors will | | | | Search SelfGrowth social networking websites, this |
| perceive it as a direct reflection of your organization. | | | | site is worthy of your attention. |
| Your website doesn't have to be a "do-it-yourself" | | | | 7. GROW THAT EMAIL LIST! Here I have listed, five |
| project. If you're anything like me, my talent is not | | | | whys to grow your email list; a) Conference, trade |
| "Webmaster". I, raise money with little expense | | | | show, special event: Use a desirable giveaway, |
| attached; but I do know where to find many | | | | maybe tickets to a sporting event. How does it |
| philanthropic organizations that are set up to create a | | | | work? Your guests need to register for the drawing |
| classy and reputable website in order for you to | | | | with their name, phone AND email. Make certain you |
| promote your mission, and do it in a way that raises | | | | let them know that you DO NOT trade or give away |
| money online successfully. Check these FREE | | | | email addresses or bombard them daily, and there is |
| resources out: non-profit.webs and homestead. Along | | | | always an option to opt-out. b) Your website: Create |
| with those sites, solicit your board of directors (and | | | | a call out box sign-up form requesting more |
| staff, no matter what department); there should be | | | | information; make sure it appears on every page. c) |
| someone who has a connection to a volunteer willing | | | | e-Newsletter: (see Number 9 on my list!). d) Collect |
| to create or clean up your site and, make it a | | | | business cards at presentations: If you make |
| fundraising website. It could be someone's teenager | | | | presentations, tell your audience that you will add |
| requiring community service hours. You can also | | | | them to your e-newsletter list if they leave their card |
| contact community colleges who may be looking for | | | | and then add a drawing at the end of the |
| internships - a website to add to their portfolio. | | | | presentation. e) Ask for email addresses on all of |
| 2. PROMOTE YOUR SITE OFFLINE: We are all about, | | | | your forms and send a special postcard to your |
| raising money with little expense. It's free when you | | | | database requesting email addresses to save postage |
| promote your site offline because you are already | | | | & our carbon footprint. Let supporter's sign up for |
| promoting your organization offline - simply keep all | | | | your email newsletter on your membership forms, |
| your links and social networks on the first page of | | | | volunteer forms, event registration forms, and |
| any offline document. Think about your newsletters, | | | | donation forms, anywhere you require a street |
| event invitations, press releases, posters, billboards, | | | | address, ask for an email address FIRST. |
| business cards, note cards, sign in sheet at the front | | | | 8. ENSURE YOUR SITE IS SECURE: When a donor |
| desk, and direct mail. This is traditionally called, a | | | | makes a donation it should clearly indicate that the |
| "mixed-media" tactic to expand your on-line giving | | | | transaction is secure, through a secure server. You |
| opportunities. | | | | will also need a privacy policy that is easily found. The |
| 3. USE SEARCH ENGINE OPTIMIZATION (SEO): It's | | | | easiest way to secure your on-line donations is by |
| easier than it sounds, and it's "do-it-yourself" free. | | | | setting up a merchant account with Pay Pal. You can |
| When writing copy for your site use keywords that | | | | also lead donors to Network for Good. There is a |
| people type into Google for their search. For | | | | small transaction fee, which is a minimal sacrifice in |
| example, don't use "kids books to donate", when | | | | securing a new donor. Both sites are easy to use and |
| searchers are more likely to type "where to donate | | | | implement. |
| kids books". You are also able to pick keywords | | | | 9. START AN e-NEWSLETTER: Not only is this FREE, |
| specifically for your website which will then be linked | | | | it will save you money. Once you offer your donors |
| to Google in order to find you. This doesn't mean | | | | the option within your direct-mail newsletter to have |
| you automatically appear on page one of Google | | | | it delivered via e-mail; you not only save money |
| when your keyword is used, that's takes tenacity | | | | (printing/postage, labor), you have another option to |
| and hard work. Let's say your keyword is homeless | | | | collect even more email addresses by asking |
| shelters, you may appear on page 101. However, this | | | | subscribers to forward to friends. Post your |
| is the very reason you need to work on SEO in | | | | e-Newsletter to your social networking sites, driving |
| order to increase your Google ranking, and you can | | | | traffic and money to your nonprofit website, all the |
| use some fairly simple steps. Here are some, they | | | | while doing your part for the environment. There are |
| are recommended free or affordable keyword | | | | also handy and user-friendly services to manage the |
| research tools, they will show you what keywords | | | | entire process of sending the electronic e-Newsletter, |
| leading competitors in your industry are using, among | | | | and manage the emails as well, some of my favorites |
| many other tools to increase searchability. They | | | | include constant contact and patron mail. |
| include, Google's Keyword Tool, SpyFu, and SEM | | | | 10. RAISE MONEY = GO ONLINE! According to a 2010 |
| Rush. HINT: Do not type in your website, type in the | | | | analysis by the Non Profit Times on on-ling average |
| website of one of the websites that shows up on | | | | gifts, donors who give "offline only" have an average |
| the first page of Google, then find the keywords | | | | gift of $314. Those who give offline, but have a |
| they use. | | | | strong relationship with the organization, over time |
| 4. FIND AFFILIATE ORGANIZATIONS FOR MUTUAL | | | | has an average gift of $694, and those who have an |
| PROMOTION: Affiliates could and should be your | | | | online & offline relationship, has an average gift of |
| current corporate donors, send your logo and ask if | | | | $877. Keep in mind that, raising money online for your |
| they would consider adding a link from their site to | | | | nonprofit, this is a "process not an event". Research |
| yours, and visa versa. How can they say no? You | | | | shows you need to appear in front of your online |
| are their philanthropic partner. Other examples of | | | | prospects at least three times before they make a |
| affiliates would be collaborative partners who help | | | | move to your website. And before you begin to |
| you with your work. Let's say the Visiting Nurse | | | | move prospects to your nonprofit website, you need |
| Association has member nurses who volunteer their | | | | to figure out where to find your supporters. Take |
| time to visit your homeless shelter and provide free | | | | the time to target your audience and what social |
| checkups to residence once a week. You will want to | | | | network groups they belong to, a good example is |
| ask them to exchange in a mutual website | | | | LinkedIn Groups. |
| promotion. A classic example for FREE promotion is | | | | Once you have implemented one, five OR all of my, |
| making sure you are registered, and affiliated with | | | | Online Fundraising Tactics, track them with FREE |
| the following site: NetworkforGood, IdeaList, and | | | | Google analytics; which details statistics about the |
| NonProfitMatrix, to name a very few. | | | | visitors to your site, specifically where they live and |
| 5. MEDIA RELATIONS: For example, if you receive | | | | how they got there. Make sure you use the data to |
| publicity from a fundraising event or a current event. | | | | better determine where to spend your time. If you |
| I will use the homeless shelter as an example. Let's | | | | are getting ZERO results from specific social |
| say it's below zero and the news media is looking for | | | | networking sites - don't update those sites on a |
| a story where the homeless are able to stay during | | | | regular basis. |
| the frigid weather. Your nonprofit will want to make | | | | If you believe you don't have time to work on your |
| sure the media includes your website both in the | | | | website; build it to attract online donors, make it |
| story and on their site the day the story airs. If | | | | easy for people to find you, well, imagine yourself on |
| possible, ask if they will include a link to your social | | | | a dock waving goodbye to the ship full of future |
| networking sites. An example for an Ovarian Cancer | | | | donors; in the same measure, you will be waving |
| benefit included a local TV website including both a | | | | good bye to donors who are proven to give more |
| link to the organization and links to share with their | | | | and for longer periods of time. |
| social sites. | | | | |