The onset of the “World Wide Web”
(WWW) has literally changed the world
as we know it. While the Internet
communication network technology has
been around since the 50’s, the service
that operates using this technology, the
WWW, really came into play around
1981-1990. Since then a whole new
world has opened up; a world allowing
trust, community building, and change
within the buying habits of people all
over the world. In addition, the way
we do business has changed too.
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.
