Welcome back to an online interview with experts in the online fundraising industry. Please make sure to post additional questions, comments and feedback at the bottom of the post. Onto today’s question:
What should the online fundraising plan look like? What are some key components to a good plan?
A good online fundraising plan would include recurring giving, online giving, and check conversion. Recurring giving enables non-profits to set up automatic schedules that debit the donor’s checking or credit card on a set schedule that they specify. Online giving provides non-profits the ability to take a donation twenty-four hours a day via direct payment from a donor’s checking account or credit card. Check conversion allows the non-profit to still accept paper checks and convert them into e-checks-without taking a trip to the bank. After setting up the e-giving system, the non-profit should market their new ability and address concerns with online giving, including security, unfamiliar technology, and traditional values. Utilize resources like http://www.electronicpayments.org and even your gateway provider for free marketing materials to help donors see the benefits of egiving.
–Eric Remer, CEO for PaySimple www.paysimple.com
The plan should start with a statement of what the organization is looking to accomplish online ex: more donations, convenient option for making donations, expand database, get supporters to fundraise, etc. Next the organization should determine which websites or services best fit their objectives, budget and in-house expertise. It should include having a website, ability to take donations online and communicate with supporters. The communication strategy for supporters is important. It will include email and should also consider social media sites such as MySpace or facebook as methods for attracting supporters and communicating with them.
–Mark Sutton CEO of Firstgiving www.firstgiving.com
DonorPerfect Fundraising Software:
Again, though it starts with facilitating donations on line, it’s much more than that. You need to have good marketing tools, such as a good database (like DonorPerfect), direct mail and email distribution. You need to direct everyone to the right place on your web site and make it easy and convenient for people to not only give, but also register for events, sign up to be a volunteer, or purchase items. You need to make it easy for constituents to reach out to their friends, family, and co-workers to facilitate giving (viral fundraising) and form an online community of donors that will further expand and enrich your mission.
–Jon Biedermann, Vice President of DonorPerfect Fundraising Software www.donorperfect.com
I assume it changes from one non-profit to another but the basic should include calling supporters to participate and delegation. Don’t do it all by yourself, if you have a good idea let other help you achieve the non-profit goals. It is also important to accelerate slowly, don’t open a forum before you have enough supporters to participate. You don’t want it to become a ghost forum, that’s even worse then being without forum. Another factor is the easy of use. Evaluate the products available at the market and choose those that are easy to operate, and its even better if you can find them under the same roof.
–Michael Ben-Nes, Director of Marketing from GiveStream.com www.givestream.com
The plan should involve no paperwork, online record keeping, and a very small processing fee (under 6%). There should be detailed instructions in how the donations are processed, and where the money goes directly. Graphics are very important in anything done online as well.
–Michelle Matthews, Social Media & Marketing Strategist from EchoDonations www.EchoDonations.org
Does your organization have an online giving plan? Are you thinking about creating a plan? Leave a comment and let me know. Check out other questions this week:
- Introduction to Online Fundraising: Interview Part 1
- Different Online Fundraising Strategies: Interview, Part 2
- A Look Into the Online Future: Interview, Part 4
- A Menu of Fundraising Experts: Interview, Part 5