Net Gain: Not Fade Away

For example, donor-management systems now are incorporating automatic wealth scores into constituent records, making it possible to ask for an appropriate amount from each member of the database. This data is an easy way for nonprofits to increase fundraising results without increasing expenses or efforts.

Social networking
Social networking has swept the nation and is moving into the nonprofit world. Nonprofits across the country have been able to increase awareness, grow supporters and further their cause by effectively incorporating social networking into their Web strategies. For example, Life Rolls On, a San Diego-based nonprofit dedicated to raising money for spinal cord injury research, found 14,000 “friends” by using MySpace as a communication tool.

The social-networking phenomenon shows no signs of stopping. New sites will spring up and the social-networking giants might change hands a few times, but the concept of online communities and social-networking sites will continue. In a few years, it no longer will be just another way to reach a younger generation; it’ll become a primary way to reach donors. In fact, the average age of MySpace users already has increased. A recent study by comScore Networks found that 68 percent of MySpace users are age 25 or older.

There are more reasons why this trend won’t lose steam anytime soon. First, it’s free. Nonprofits can create a presence without any charge. Second, content-management solutions now have tools, such as a fundraising thermometer or honor roll tracking tool, that easily are incorporated onto social-networking sites to enable constituents to become true advocates of the cause — and raise more money.

Observation-driven fundraising
Moving a constituent from casual to connected to committed is no easy task, but nonprofit organizations understand the value of taking the time to build relationships.

There are a variety of tools, tactics and strategies that nonprofits can employ to guide a constituent from first-time supporter to long-term donor.