FundRaising Success

You will be automatically redirected to fundraisingsuccessmag in 20 seconds.
Skip this advertisement.

Advertisement
Advertisement
 
 

Getting Your Board Onboard for Online Fundraising Success

November 17, 2009 By Jennifer Darrouzet

Making your case
When trying to get your board onboard with online fundraising, you need to speak in terms that are relevant to today.
  • Current economy. With declining revenue from both individual and major donors, now is the time to regroup and prepare for the future upturn. The best offense is a good defence. Now might not be the most appropriate time to pursue multiple asks, but it is a good time to communicate more frequently with your supporters with relevant messages. The idea is to build mind share and loyalty with existing donors so they think of helping you when they start to feel more financially secure. E-mail is a cost-effective way for your organization to deliver messages about your projects and demonstrate your ongoing need for support.
  • Decline of direct mail. Donors’ preferences are changing, which means that direct mail continues to decline both in terms of dollars raised and the acquisition of new donors. The younger generation has a clear preference for online giving, and also uses new online fundraising techniques such as peer-to-peer fundraising to raise money on behalf of an organization. Baby boomers aren’t far behind. They are more likely to be multichannel donors who are comfortable giving both online and through the mail. An effort to move this latter group toward giving exclusively online would help decrease your organization’s costs and give you quicker access to donations.

There is no time for complacency when it comes to online communications. If you want to keep up with your peers, then you’ll need to take the plunge. After you’re up to speed on the benefits of investing in online communications, you can create a proof of concept, explore solutions that you could recommend and prepare an explanation of how this strategic initiative will benefit your organization in critical areas, especially fundraising.

For more ideas about how to secure your board’s support, download “Don’t Miss the Boat: How to Get Your Board Onboard with 21st Century Fundraising.”

Jennifer Darrouzet is senior product manager for Convio.


 

MORE ON EXECUTIVE ISSUES/PERSONNEL/EDUCATION >>

FROM THE BOOKSTORE

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars. <b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b> First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to: • Choose the right channels for your campaign • Develop creative that works across multiple channels • Revitalize the direct mail component of your multichannel mix • Make sure email plays its increasingly important role perfectly • Seamlessly integrate mobile marketing into the fundraising campaign • Boost your online strategy with social media • Create a multichannel donor renewal campaign • Figure out that you're doing right — via testing and results measurement • Use all the pieces of the multichannel puzzle Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked. About DirectMarketingIQ The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry. <b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

Your everything-you-need-to-know guide to personalized URLs, including: <b>Best Practices </b> on why they work, campaign strategy, multichannel creative, analytics, and <b>10 Case Studies</b> PURLs for Profit

Your everything-you-need-to-know guide to personalized URLs, including: Best Practices on why they work, campaign strategy, multichannel creative, analytics, and 10 Case Studies...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: