NET GAIN Make Donors Feel at Home on Your Homepage
Additionally, you can invite the prospects in your database to participate in a membership
community or to develop their own personal fundraising community on your organization's Web site. Providing supporters with tools to easily build personalized Web pages allows them to invite family and friends to donate or become involved in fundraising teams for your cause. Encouraging all participants to register on your Web site enables them to receive additional information and become further connected, building fundraising momentum and increasing dollars raised.
As your donor community grows, your organization must be ready to further engage supporters in your cause. Use the tools that exist to your advantage. You have a database of donors who've agreed to a digital relationship with your organization and are connected to your online community. Use external overlay data to further target your communications and fundraising efforts based on giving capacity and propensity. In fact, a major-gift donation could be just one phone call away if you use your datato determine donor interests, preferences and giving capacity.
Harry E. Gruber, M.D., is the co-founder, president and chief executive of San Diego-based software and service provider Kintera. He's a member of the University of Pennsylvania Medical School Medical Alumni Leadership Council and the advisory board of KPBS, a public broadcast service of San Diego State University that offers commercial-free TV, radio and Internet programming.