I have posted many times about online fundraising and I think I’ve explained some of reasons why. With online fundraising the stakes are the same for a large multi-million dollar organization as they are for a small $100,000 charity. Here are a few thoughts and tips about merging together online and offline funding campaigns.
Why? At this point online fundraising is growing but for most organization is only represents a small (but growing) portion of the organizations giving. But many people want to have the online option available to them but will use a paper mail product to initiate their gift. Richard McPherson in his book, Digital Giving, says “direct mail is a calm port in a storm of electronic demands. And it’s often easier than giving online.” You will find me quoting his book a number of times in the coming weeks he has a lot of incredible tangible tips on how to fundraise online.
With online giving growing and how easy it is for a donor to use it is something that your organization should start to think about. I would like to advocate for an integrated model of online & offline fundraising. In any of your paper direct mail appeals make sure that your website is on them & that there is a one click link to your donation page. Put a link to donate or visit your website at the bottom of your email signature.
What ideas do you have to integrate your current mailings & emailings?