Fundraising Big Online: How Little Charities Are Punching Above Their Weight
Another reason the Internet is a great leveler of big and small fundraisers has to do with the changing cost structure of online fundraising tools. Being a part of this online fundraising and donor management software industry, I can speak with some authority when I say that prices for even the most powerful tool sets have now reached the point where they are affordable to teams with very limited budgets. Perfect example of such tools are Google Analytics and Website Optimizer. Years ago, digital teams would spend tens of thousands of dollars to purchase and manage sophisticated Web analytics software. Today, it’s free! Of course, it takes the investment of time to make tools like these work, but what doesn’t, after all? Now the smallest one-person shop can have the same access to the most robust tools, in this case Web analytics, as a large brand-name charity.
One final point is that, in general, a small organization like Athletes for Africa feels less protective about its brand and is more willing to share it with the public. This makes perfect sense: It hasn’t spent the last decade investing in expensive programs such as television advertising. This willingness to share the brand makes groups like Athletes for Africa perfectly suited to digital campaigning. Rather than feeling a need to control its brand, Athletes for Africa encourage supporters to take and adapt the brand. The fact that its supporters are starting Facebook groups about it without its approval isn’t a reason for the organization to fret, but rather celebrate!
Keep your eye out for my next column: "The Tools Any Charity Should Have in Its Online Fundraising Toolbox." If you're enjoying this content, I invite you to search for my “Digital Fundraising Podcast” on iTunes and listen to interviews with top thinkers in the world of digital fundraising.