Using E-Commerce to Raise Money and Build Stronger Relationshi
Consider this example: A museum could configure its online store to ask a constituent who is buying a $15 individual membership if he or she would like to upgrade to a "family" membership for just $10 more. Or, the store could ask constituents to donate or purchase more to receive an additional benefit.
Building Constituent Profiles
E-commerce can be a great way to start a relationship with a new constituent. It is a low-involvement way for a constituent to interact with an organization. Once a site visitor has made a purchase, an organization can grow the relationship by converting shoppers to donors, volunteers and/or advocates through cross-promotion tactics and other programs.
To foster development of constituent relationships, information about each online shopper's purchases should be added to a constituent's profile in an organization's online marketing database. As an organization collects constituent information through its online store, it will be poised to drive more involvement.
For example, a wildlife preservation group could use constituent profile information to send an e-mail to constituents that have an interest in wolves -- which might include people who have purchased "save the wolves" T-shirts -- encouraging them to donate to a "save the wolves" fund. The organization also could display special wolf-related messages to those constituents when they are logged in to the organization's Web site.
Vinay Bhagat is founder and chief strategy officer of Convio. For more information, log on to www.convio.com