Online Fundraising

One of the newest avenues to be explored using electronic commerce technology is online fundraising. The technology used in online fundraising is similar to that used in your online merchandising shop. The best approach to online fundraising is to keep it simple. The fact that the appeal is online in a fairly impersonal medium makes a difference. As with other impersonal forms of fund solicitation, you should not expect your online fundraising to replace all other forms of fundraising. Rather, as the technology and security become more advanced and the idea becomes more accepted, you should integrate online fundraising into your overall strategy.

An example of an arts organization that is taking advantage of the online fundraising is the Metropolitan Opera Guild , who has put their annual membership drive information online. The information is presented in an encrypted form, although members can also choose to mail, fax, or phone their information to the organization.

Other non-profits taking the initiative to put fundraising online include the following:

• United Cerebral Palsy (http://www.ucpa.org/html/helping/donate_page.html)
• American Cancer Society (https://www.cancer.org/donations/memform.html)
• American Red Cross (https://www.redcross.org/donate/donation-form.shtml)

Some good articles and guides that further explain the online giving process can be found at the following locations:

• Fundraising Online (http://www.fundraisingonline.com/)
• " Charities' World-Wide Wait" (http://www.philanthropy.com/articles.dir/v09.dir/i20.dir/web.htm)
• " Why the Web will Increase Giving - Eventually" (http://www.philanthropy-journal.org/tech/hallett697.htm)
• " Fundraising Over the Internet" (http://www.microtimes.com/158/fundraising.html)
• " Build relationships; then raise money" (http://www.philanthropy-journal.org/tech/hallett2797.htm)

Two sites are available that ease the donor's reluctance to give:

• Eyegive (http://www.eyegive.com) provides an alternative giving opportunity. By simply viewing advertising tailored to their interests, a donorís favorite charity receives a per-click donation paid for by the siteís revenues from that advertising. This allows for anonymous (though small) donations from individuals, and may be a donorís first venture into online donating.
• Guidestar (http://www.guidestar.org) provides donors with basic information about non-profits, as obtained from their public financial data. This site allows donors to become knowledgeable about the organizations they choose to give to, and may encourage regular donations, as well as increase the comfort level of online donating.