With just the click of a mouse, shoppers can buy nearly any product online — from groceries to cars, from insurance policies to home loans. And potential donors can form intimate relationships with the nonprofit organizations of their choices — getting information, registering for events and responding to other calls to action, and, ultimately, making donations or, better yet, signing up for automatically deducted monthly giving programs.
This month, we’re looking at the Web site for the Nevada Cancer Institute, the only comprehensive cancer center in Nevada. The site for the Nevada Cancer Institute, which opened its doors in 2005, touts its high-quality, state-of-the-art treatment and care, innovative research, and compassionate staff. And while we don’t know how local residents perceive this nonprofit, its Web site certainly seems to reinforce its claims of excellence.
We watch our open rates. We track our clickthroughs. But do we really know who we’re e-mailing? When we capture the all-important e-mail address, we’ve gained access to that person’s inbox (and, ideally, her approval — or at least an absence of disapproval) in order to communicate with her. Then we start sending e-mails … and more e-mails — and, for too many of us, we never look back. Yes, we track open rates, clickthrough rates, donations, number of new e-mail addresses and on and on. We do a great job of accumulating e-mail addresses and analyzing campaigns. But we’re leaving
For those of you who don’t live in New York City (or haven’t seen a Broadway show recently), Broadway Cares/Equity Fights AIDS has a reputation in town for living up to its tagline as “the nation’s leading industry based HIV/AIDS fundraising and grant-making organization.”
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,
Sponsoring a child is, for many Americans, one of the most identifiable and accessible forms of philanthropy. So much so it was even used as a comedic device in the film “About Schmidt.” At a recent conference titled, “Experimental Approaches to the Study of Charitable Giving,” held at the Woodrow Wilson School of Public and International Affairs at Princeton University, researchers presented evidence that suggested one victim’s story can be much more effective at raising money from people than the tragedy of, say, an entire community.
The “Donate” button, for all too many organizations, is the Alpha and Omega — the beginning and end — of their online fundraising efforts. But such an unimaginative view leaves thousands, possibly hundreds of thousands, of dollars worth of potential donations lying on the table. Since online fundraising became an option, nonprofits have raised hundreds of millions of dollars through new media tools and technologies. And research constantly suggests that online donations and donors are increasing by the month. Median dollars raised online grew 27 percent between 2005 and 2006. The average amount raised jumped 40 percent from 2003 to 2005, with the
Editor’s Note: Perhaps the best way for nonprofit organizations to learn how to effectively increase their online presence through innovative multichannel programs is to look to their peers that already are utilizing Web 2.0 channels for advocacy, friendraising and fundraising. We asked Katrin Verclas, executive director of NTEN: The Nonprofit Technology Network, to talk about some of the organizations that she sees as leading the way.
Those of us over the age of 14 with busy lives are, perhaps, just catching up with the latest in user-based interactive Web sites. Sites like Wikipedia, MySpace and YouTube rely on heavy traffic and participation from Web visitors to generate fresh, meaningful content every day.
On a typical day, you’ll probably see hundreds — if not thousands — of marketing messages by the time you get to work. You’ll see ads on TV or in the newspaper. See them on billboards and hear them on the radio as you drive. See them on hats as you walk. Hundreds more await you in your mailbox and e-mail inbox. So how can an organization with a wide array of programs and services cut through the clutter and grab attention?