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Online Fundraising: Moving Beyond the Donate Button
08/03/2007
Since online fundraising became an option, nonprofits have raised hundreds of millions of dollars through new media technologies and tools. And research constantly suggests that online donations and donors are increasing by the month.
In the words of one researcher, “One point is perfectly clear: The Internet is the place for nonprofits to invest!”
So what’s wrong with simply having a ‘Donate’ button on your organization’s Web site?
The secret to successful online fundraising is the integration of technology and narrative, and the technology simply serves to deliver your compelling stories in a variety of formats, from your Web site to video and audio to mobile phones. Despite all the latest technological advances the old fundraising axiom still holds true: “People give to people.”
So what’s wrong with the ‘Donate’ button? Nothing … and everything. We advise all of our nonprofit clients to incorporate a ‘Donate’ option prominently on every page of their Web site, but a comprehensive strategic plan will go even further.
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