Internet Special Report - Raise Dollars Online (1,298 words)
by Katie Haegele
Two Non-profits Share Their Secrets for Web Success
Online fund-raising efforts bring in less than 2 percent of all money earned by non-profits, according to Mal Warwick, president of Mal Warwick & Associates and co-editor of the book "Fundraising on the Internet" (Strathmoor Press). Yet, Warwick asserts, the Internet is a viable fund-raising tool non-profit agencies can't afford to ignore.
"Fund raising is not a transaction-based process, but a relationship-builder. The Web is uniquely suited to doing this," Warwick says. Furthermore, the Web can be a great way to promote your organization to a younger audience.
So why have those in the not-for-profit world been hesitant to harness the Web's power? Many factors are at work here. Fund-raising professionals cite, for example, a lack of adequate cash and a reluctance to build a flashy Web site that could alienate conservative donors.
In addition, Warwick notes, there's still some reluctance among the general populace to give credit card information online. But even if your site isn't equipped to receive donations online, it still can play a valuable role in overall fund-raising efforts.
"I believe there are a limited number of basic precepts in direct response: keeping detailed and accurate records, keeping messages simple, and making it easy for people to respond. These all translate directly onto the Web," Warwick says.
Here's a look at two non-profit organizations that make good use of the Web. Read on and glean ideas for your own online initiatives.
Long-Term Plans, Short-Term Success
David Hoffman is a busy man. As Webmaster for the Anti-Defamation League (ADL), New York, he provides the dynamic site with timely updates on issues relating to global anti-Semitism and other hate crimes. A public resource for government, media and law enforcement agencies that fight anti-Semitism and biogotry worldwide, ADL offers a news-worthy Web site that keeps donors and interested parties coming back.