Fundraiser Education

Simply put, people who are comfortable shopping and paying bills via the Internet are more likely to donate money online to your nonprofit organization, says Michael Johnston, president of Toronto-based nonprofit consultancy Hewitt and Johnston and author of “The Fund Raiser’s Guide to the Internet” and “The Nonprofit Guide to the Internet.”

Acquisition means bringing in new donors, as many as possible. But with donor-list universes shrinking and the cost of acquisition rising, fundraisers are left in quite a quandary.