Charlie Cumbaa

Blackbaud recently conducted an assessment in an effort to help nonprofit organizations evaluate their current Internet marketing efforts. In this second look at the results, we’ll delve into the “Visit Value” section. With more than 500 respondents, the questions in this section focused on a Web site’s “sticky” properties — if it feels fresh and trustworthy, and offers information and experiences that make a return visit likely. Here is a look at how nonprofits are using, or not using, these principles: Is your Web site content updated at least monthly? Responses: Yes 67%; No 33% If your site content is not updated frequently,

Nonprofits face increasing competition for support every day. Fortunately, the Internet offers unparalleled opportunities to better differentiate your organization, increase involvement and operate more efficiently. By leveraging the Internet to market your organization, you can build stronger relationships with your constituents — including donors, members, volunteers and employees — to better support your mission both now and in the future.

A nonprofit organization’s Web site might not be the point of transaction for six-figure donations, but it can serve as a powerful tool in cultivating major gifts. An effective Web strategy can help build relationships with major donors by identifying prospects, capturing information and providing a high-touch, 24/7 communication channel. It offers a great way to have more frequent, less invasive (and less expensive) interactions that empower donors by putting them in the driver’s seat. The key is to align your organization’s Internet strategy with your offline major- giving program and the specific needs of your major-donor prospects. Major gifts and major

Nonprofit organizations are facing more competition for support every day. Many are turning to the Internet to better differentiate their organizations, increase fundraising and operate more efficiently. By leveraging their Web sites, organizations will have the opportunity to build stronger relationships with their constituent communities — including donors, members, volunteers and employees — to support their missions today and in the future.

Do you need to raise public awareness in order to serve your organization’s mission? Do you need to maintain public funding for your organization? Do you protect or fight for social issues important to your organization?

Relationships with your constituents are built on respect, trust and communication — qualities realized when you demonstrate that your organization is worthy of supporters’ time, energy and money. As nonprofits embrace the Internet’s power, e-mail is emerging as an increasingly important communication tool. Nonprofits that learn the communication preferences of their donors and prospects will have the advantage when competing with similar organizations for donations.