Three Keys to Online Ease

May 9, 2006

By Abny Santicola, editor, FS Advisor

A major fundraising event held in memory of a famous author and newspaper advice columnist provided the genesis of an online fundraising program at the Multiple Myeloma Research Foundation, an organization devoted to funding myeloma-specific research.

In order to support online donations for its September 2002 Ann Landers Race for Research in Chicago (held in memory of Landers, who died from the disease), the organization added a "Donate Now" button to its Web site. A promotional campaign through direct mail and e-mails to those people whose e-mail addresses were in MMRF's database helped drum up support. Between September 2002 and December 2002, the organization raised about $21,000 online for the event.