Where to Start with Internet Fundraising November 16, 2006

Folks:

For many small or start-up shops...and even longer term operations, the mystique of internet fundraising looms large.  Staff and Board members alike can be lured into believing that it is just a matter of putting up a website with a "GiveNow" button...or just subscribing to one of those "refer-a-friend" webservices.  Certainly there is promise there...and behavioral/generational/cultural changes point in that direction.

But internet fundraising simply isn't that simple.  Organizations should exercise fundamental due diligence.  At the most basic level you can ask: Does your mission really lend itself to investment in e-presence?  Maybe your e-presence should be bent toward advocacy and community building?  What do you and your board expect e-presence investment to gain for your organization?

Internet fundraising is no longer new.  The web is chock full of excellent sources of information backed by good documentation and sound principles.  A basic primer is available at the Network for Good's "What is ePhilanthropy page: http://www.networkforgood.org/Npo/technology/answer1.aspx  That can get you started in the right direction.  A good source of information at both beginning and advanced levels is the ePhilantopy Foundation's site. http://www.ephilanthropy.org/site/PageServer  They offer structured web-based information and beginning and advanced training world wide.  Finally, I want to share the NonProfit Advisors site for those really new to this whole idea:  http://www.npadvisors.com/  Their approach can help you get grounded with the language and issues that matter.  There are many more.

The internet can represent an enormous strategic benefit for your mission. There is no reason to go this alone nor avoid appropriate due diligence.  An effective internet program requires research, understanding of your demographics, a structured plan and a budget commitment to match, and clear goals with benchmarks. 

Your mission deserves your best thinking.  Plan. Engage. Harvest.  Good luck.

  -- Russ Burke