November 10, 2009 — The Humane Society of the United States launched a new Web site Tuesday. The newly designed site leverages the power of video and stories to engage supporters in the organization’s work to protect animals.
The second installment in our year-long series on fundraising basics focuses on acquisition.
Sure, raising money online is a bit more
complicated than renting a mailing list and testing various packages on the names to see what works and what doesn’t. For starters, in the spam-challenged online world, you need donors’ permission to continue communicating with them. And to be sure, your organization can raise serious cash online without sending a single e-mail, particularly during December when many donors seek you out. Heck, you can even raise a few dollars (but only a few) on Facebook these days.
But eliminate all the jargon and the steady stream of innovative ideas, and you’ll find that acquiring donors online boils down to five key steps.