Illuminating the Four Stages to Online Fundraising

April 11, 2006

By Abny Santicola, editor, FundRaising Success Advisor

There are four stages of online fundraising, according to San Francisco-based independent technology consultant Robert Weiner. They are acquisition, cultivation, solicitation and stewardship. In his session "Introduction to Online Fundraising" at the NTEN Nonprofit Technology Conference in Seattle in March -- co-presented with Clint O'Brien, vice president for business development at Care2 -- Weiner discussed the various issues that come up in each stage.

1) Acquisition. People can sign up to become members or donors on your Web site or you can collect e-mail addresses at events. Viral marketing also plays a large role in acquiring prospects. Through the Web you can provide online opportunities for donors to communicate and give feedback (e.g., surveys).

Another key to acquisition is buying/trading lists with like-minded groups. This helps minimize the risk of being seen as a spammer by recipients. According to Weiner, the first message you send people on such lists should make it clear how you got their name. And don't just add these names to your file. Invite them to join your organization.

The first e-mail you send prospects should offer an unsubscribe option and include your privacy policy. The bottom line, Weiner said, is to "make sure your audience wants to hear from you by e-mail."

2) Cultivation. The first contact you make with prospects acquired through the above means should not be an ask, Weiner said, proposing that you spend several months to a year building a relationship. "Work on informing, engaging and involving new constituents," he explained.

One tried-and-true method of cultivation is an e-mail newsletter, which you need to treat like any other publication or appeal. You should:

* Develop a publication/appeal schedule;

* Mail regularly but not too often. Just enough, Weiner said, "so recipients remember that they subscribed"; and