Harry Lynch

The Internet offers a wealth of opportunity for nonprofit fundraisers. But online fundraising is anything but a no-brainer. Successful e-philanthropy requires a strategic approach that involves research, testing and coordination. In a session two weeks ago at the Fund Raising Day in New York 2007 conference, Harry Lynch, CEO of Sanky Communications, an integrated fundraising and communications firm, and Paul Habig, director of Internet services for SankyNet, discussed the process of building an Internet strategy. What follows are their five building blocks to an effective online strategy: 1. Leveraging demographics. The key takeaway here is “remember your audience.” Know who your best donors