While fundraising and relationshipbuilding for nonprofit organizations have traditionally been dynamic activities, the use of the Internet can enhance those activities and provide a vehicle for effective communication. The use of Internet for fundraising and relationship-building is called ePhilanthropy. In more detail, it is:
- A set of efficiency-building internetbased techniques that can be used to build and enhance relationships with stakeholders interested in the success of a nonprofit organization
- The building and enhancing of relationships with volunteers and supporters of nonprofit organizations using the Internet
Now that we know what it is, how does it work? Utilizing electronic methods should not take the place of any offline fundraising and/or relationship-building efforts. In fact, ePhilanthropy really adds a new dimension to an offline approach. When integrated with the offline approach, ePhilanthropy may provide a cost and communication-effective means for reaching potential donors who may be out of reach through traditional communication methods. With all that said, the best way to ensure online success with ePhilanthropy is to have a strategy in place.
An integrated ePhilanthropy strategy should include the following ideas, which should be utilized in combination with each other:
Give supporters a reason to visit your web site or online page.
Without interest, there is no reason to learn more about your organization. Create interest by providing your site address in conjunction with promoting an activity or special news within all traditional communications; do this as often as you can. Optimizing your site through search engines is also encouraged. This can be done through paid search engine optimization performed by an interactive vendor or free tools such as Google™ Analytics.
Interact with supporters; don’t just send messages.
There are other ways to communicate with supporters than e-mail blasts to a mailing list. While this is a basic strategy, you don’t want your communication to be a blast outward that supports one-way communication only. Invite two-way communication by providing your supporters convenient access to what they want via your web site. An example might include an online donor service that provides ease and convenience when making a donation or a monthly blog on your web site.
Communicate utilizing multiple methods.
Providing information to supporters at the right time in the right place is as critical as the message itself. The best strategy is to create a series of online and offline experiences that intersect with supporters’ preferences, interests, and activities. Research to understand when and where your organization has the greatest relevance to supporters is encouraged. Once you have this information, utilize various vehicles of communication such as e-mail, the web site, direct mail, and the telephone to communicate with supporters. For example, offering e-invitiation and registration options to supporters for an event can expand your audience by reaching those who may not necessarily be able to attend the event, but would like to make a donation.
Assess and improve performance constantly.
In every program, build in a way to measure and analyze results, and adjust efforts as needed. In addition, measure results in a “big-picture” method too. How do your programs and communications work together? Is the message consistent and integrated across all communication platforms? How does one piece of the puzzle affect all efforts? All programs should work together to create synergy and flow, and keep the lines of communication open.
Today’s marketing consists of not only saying hello and making an offer, but actually nurturing constant communication and never saying good-bye. The online environment is always “on,” so it is important to stay well connected to your supporters and audience. Integrating your processes, message, and communication efforts in new ways utilizing the Internet – ePhilanthropy –can effectively help you capture and keep the attention of supporters, ultimately leading to a heightened awareness and increased support.
