What You Need to Know about Online Fundraising
Online Fundraising is going to be a major part of the fundraising efforts of the future. Are you up to speed? Answer these few simple questions. (And bear in mind that folks are not very interested anymore in purchasing popcorn, magazine subscriptions or wrapping paper!)
- Are your online fundraising efforts legal? This is a biggie if you’re a non-profit organization! All fundraising efforts should be registered with the proper authorities when those efforts cross state lines. (Religious organizations are exempted overall, but double check with your local state attorney general to ascertain whether your organization is exempt. (PhoneRaiser’s program for recycling cell phones is not subject to this law as you are not soliciting online donations from Phoneraiser, but rather sending the results of your offline fundraising to be recycled, for which you receive a fee to apply towards your organizations needs.)
- Are you utilizing every tool at your disposal? Another big item on the to do list! If you are not using all of the resources that you have to hand, you will never generate the buzz that you need to meet your goals. Of course you should put a “Donate Now” button on your website. But also add in a signature file on all of your emails, mention the campaign in your online newsletters, blog about it and ask others to blog about your campaign. And keep your supporters up to date with regular status updates on what you have raised! (And don’t forget to utilize your social networks.
- Are you being polite? Don’t spam people! Unsolicited mass emails to people who may not have opted in to receive fundraising emails and updates are not only rude, but you run the risk of either being blacklisted by the email provider, or alienating a possible contributor to your campaign! Instead of sending out mass emails to folks that have not expressed an interest, if you feel that they could be beneficial to your campaign, write a personal note and acknowledge they did not opt in, but that you feel that the cause is one that they could support, and here’s why. Failing that, a phone call will never go amiss in this day of technological overload. Personal contact will more likely generate a positive response than electronic communications. Think about it, it’s easier to say no in an impersonal email message than when speaking to someone face to face or on the phone.
- Are you providing every opportunity? Are you giving folks more than one way to donate? Donate by text message (inexpensive for all parties), mail, phone, or electronically. The more options available, the fewer excuses there will be not to donate.
- Are you visible? Have you hidden the donate now button at the bottom of a page or is it buried somewhere on your website? Make it prominent!
- Are you investing people in your cause? Make sure that you have a cause that people want to support! Target the right groups, and if you are doing multiple fundraisers throughout the year, then make sure to spread the love around! Don’t go back to the same well every time. All wells will eventually dry up if tapped to often. And make sure that your goals are reasonable. If you are trying to purchase $1000 cheerleading uniforms that are going to have to be repurchased for every cheerleader each year, folks are not going to want to donate.
And when you can make sure that you are able to provide fringe benefits. Help people declutter their homes by asking them to donate items, such as unwanted cell phones and inkjet cartridges, which is the environmentally smart thing to do!
Be reasonable. Be frugal, and do not expect everyone to support your cause. You will be told no, and when that happens, redouble your efforts and hit the pavement, and make sure that everyone who will benefit in any ways shape or form is involved and burning the midnight oil as well!
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