More and more, noncommercial organizations are using their .ORG Web sites to raise funds. These organizations are using online technology in several ways:

• to make more people aware of their organizations and expand the pool of potential donors;
• to generate small donations from large numbers of people;
• to research other potential donors; and
• to build relationships by communicating regularly with current and potential donors.

Following are some tips for ensuring that your online fundraising campaign is the best it can be.

1. Do your homework.
Start by asking yourself several questions:

• What issue does your campaign target?
• Where is the money going to go?
• Whom can you ask for financial support?
• When do you need to meet the fundraising goal?
• How are you going to convince people to support the campaign?
• How are you going to staff the campaign?

2. Provide multiple opportunities to donate on your site.
As people become more familiar with your organization, you will have little or no control over when they decide to donate. Make sure that the opportunity is available when they make the decision. You also need a back end that’s going to work efficiently and effectively. You don’t want to lose a potential donor because technology failed or the form was too difficult to fill out.

3. Use electronic communications to build relationships as well as ask for donations.
You don’t have to include a specific “ask” in every electronic communication. You can use your messages to provide urgent alerts and to issue calls to action. Those quick, cost-effective messages build relationships and ultimately can increase donations.

4. Capitalize on the power of social networking.
Encourage those on your e-mail list to forward your communications to others. This can raise awareness of your organization, as well as result in more money and greatly expand the list of potential donors. Be sure to include bloggers in your list — if your campaign gets mentioned in a blog, its reach grows exponentially.

5. Go beyond static content.
With more donors accessing the Internet via high-speed connections, consider using movies, games and other multimedia efforts to engage your audiences. Doing this also means that your audience is more likely to pass the messages along to friends and family as well.

6. Don’t forget young people.
Noncommercial organizations are always looking to cultivate the next generation of donors. And today’s youth will turn to the Internet as their primary resource when considering donations. Some organizations are providing opportunities for chats and instant messaging as well as music downloads and multimedia merchandise. Others even let young people create their own personal spaces and content, which they can use to share their enthusiasm for the cause.

7. Send updates on your progress and show results.
If you are working toward a specific goal or raising funds for an event, send updates to donors and others on your e-mail list. Sometimes people don't get around to donating on the first request. In addition, donors want to see the results of their contribution.

8. Be prepared for emergency situations.
When disaster strikes, nationally known organizations are flooded with donations and other forms of support. Be sure your organization is prepared to connect your mission to the disaster. Have in place the infrastructure you need to quickly place messages on search engines such as Google and Yahoo; revise your Web site home page; and get the word out to your supporters and the media, including bloggers.

9. Consider alternative giving.
As an alternative to giving more traditional gifts on special occasions, some people now are making donations to nonprofits in others’ names. To capitalize on this, some groups have created gift certificates that allow the recipient to choose what group the money goes to.

10. Remember that online fundraising is not the be-all and end-all.
Online fundraising should be an important facet of your fundraising strategy, but it should not be the only part. A successful fundraising strategy will include print communications, phone calls and face-to-face meetings.

Sources: Nonprofit Technology Enterprise Network, “Online Fundraising: Where It’s At and What’s To Come,” N-TEN Connect, 22 November 2006; Cervino, M., Eckl, E. “StealSmart,” FundRaising Success, 1 April 2006; Battistelli, M., “Where It’s @,” FundRaising Success, 1 July 2006; and “How To Use the Internet for Group Fundraising,” First-of-its-kind Web site (accessed 20 December 2006).