Currently only 3% (approx $5bn) of giving is online - but this percentage is growing
Direct mail still largest source of donations
1/2 of online donors are new donors, therefore not just cannibalizing existing donor base
Average donation amount from online donors is higher - average gift through Network for Good is $100
Online donors are slightly less loyal (why?)
50% of offline donors research the charity online before sending a donation - your website's messaging, visual impact matter!
Xigi - social network with maps that show how donors are connected to causes
ePhilanthropy is about the relationships, not the technology!
Use Google adwords to drive traffic to your website - you only pay for the clickthroughs
Google grants: adwords for nonprofits for 3-4 months. Amnesty International got a $40K grant, got 300 new donors through the grant
Seach Engine Optimization (SEO) - helps your website show up at/near the top of the list of search engine results. You can do some of this yourself, there are consultants who do this too, but beware the snake oil salesmen
Use preferential web-only special offers to drive traffic to your website. Calgary Zoo had a 50% "Bad Weather" discount coupon that they would only display on their website on snow days, their website would get more traffic on these days!
Put website address on all of your materials (marketing, communication, brochures, letterheads, business cards, emails)
Limit what can be done offline. E.g. Seattle University sent out a letter that all changes to donor/member info would now be handled online through their website
Communicate to donors that they are doing you a favor by giving online and using the website (because it reduces your administrative costs). Knowing this makes donors more open to going online. E.g. Junior League of Nashville used this approach
Go paperless - send donors a PDF letter as a gift acknowledgment
Keep website content fresh and current. E.g. for WWF-Canada's CN Tower Climb, event registration is solely done online, event participants update their personal page with new photos and frequent posts
TechSoup.org provides technical assistance to orgs that want to use technology for online fundraising
Website should have multiple links to online donations - visitor to your website should never be more than three clicks away from entering their credit card number!
Security of online donor information is important - by next year, PCI compliance will be mandatory
Encourage members to engage in peer-to-peer viral fundraising solicitation using Kintera, Vancouver-based GiftTool. E.g. International China Concern and their Walk the Wall event - participants get a personal webpage to share with family/friends where they can upload photos, see a fundraising "thermometer" showing how much they've raised
Use viral marketing - "word of mouse" (audience groans :)
Consider growing your database of email addresses for use in future campaigns - in the short term, expanding the mailing list may take precedence over direct fundraising activities
Ratio of emails sent to donations received is 1000:10