Four Tips to Tackling Emergency Web Fundraising

Advocacy. Asking donors to take an action on one of your campaigns makes them advocates for your mission and often leads them to encourage others to support your cause, Soltanpanah said.

Just having a Web site isn't enough though. One key tactic for driving traffic to your site is public relations. According to Soltanpanah, Howard Stern mentioned NSALA on his show last year and helped the organization raise more than $1 million online and on the phone. You can also offer special incentives to entice visitors to provide e-mail addresses, e.g., "access to experts, celebrities, personalized updates and other e-mail only offers," she added.

As a result of these efforts, NSALA went from an opt-in e-mail base of 33,000 in 2004 to 80,000 in 2005. The organization raised $1.1 million in three months, netting an average online gift of $73.28 in 2005 as opposed to an average gift of $44.51 in 2004.

Alesia Soltanpanah can be reached via http://www.nsalamerica.org

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Companies:
North Shore Animal League America

Places:
Washington, D.C.