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Fundraising Big Online: How Little Charities Are Punching Above Their Weight

July 15, 2009 By Philip King
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One final point is that, in general, a small organization like Athletes for Africa feels less protective about its brand and is more willing to share it with the public. This makes perfect sense: It hasn’t spent the last decade investing in expensive programs such as television advertising. This willingness to share the brand makes groups like Athletes for Africa perfectly suited to digital campaigning. Rather than feeling a need to control its brand, Athletes for Africa encourage supporters to take and adapt the brand. The fact that its supporters are starting Facebook groups about it without its approval isn’t a reason for the organization to fret, but rather celebrate!

Keep your eye out for my next column: "The Tools Any Charity Should Have in Its Online Fundraising Toolbox." If you're enjoying this content, I invite you to search for my “Digital Fundraising Podcast” on iTunes and listen to interviews with top thinkers in the world of digital fundraising.

Philip King is president and CEO of Artez Interactive.


 

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COMMENTS

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Most Recent Comments:
Bob McCarthy - Posted on July 15, 2009
Non-profits of all sizes have by now recognized the cost effectiveness of online donating and email as a powerful renewal vehicle.

But acquisition is another matter.

Direct mail and advertising can produce large numbers of donors quickly but at a considerable (and often negative) investment.

And many smaller non-profits don't have the budget to acquire new donors at a loss.

So what are the options?

Building a strong website is an essential first step but you still have to get people there.

And that's where the real challenge it.

I was disappointed that this article did not provide any new ideas on how to build website traffic cheaply.

Social media is one option but is unlikely to produce the kind of volume you're looking for in new donor acquisition.

Click here to view archived comments...
Archived Comments:
Bob McCarthy - Posted on July 15, 2009
Non-profits of all sizes have by now recognized the cost effectiveness of online donating and email as a powerful renewal vehicle.

But acquisition is another matter.

Direct mail and advertising can produce large numbers of donors quickly but at a considerable (and often negative) investment.

And many smaller non-profits don't have the budget to acquire new donors at a loss.

So what are the options?

Building a strong website is an essential first step but you still have to get people there.

And that's where the real challenge it.

I was disappointed that this article did not provide any new ideas on how to build website traffic cheaply.

Social media is one option but is unlikely to produce the kind of volume you're looking for in new donor acquisition.