Richard DeVeau

This month's cover story is the last in our year-long Fundraising 101 series. This time out, the topic is online giving, and sections include "10 Ways to Make Your Web Site Fundraising Friendly" by Raheel Gauba; "Pulling It All Together: Smart Channel-Integration Strategies" by Mikaela King; and "ProSpeak: A Walk Through a Web Site Audit" by Richard DeVeau.

This month's cover story is the last in our year-long Fundraising 101 series. This time out, the topic is online giving, and sections include "10 Ways to Make Your Web Site Fundraising Friendly" by Raheel Gauba; "Pulling It All Together: Smart Channel-Integration Strategies" by Mikaela King; and "ProSpeak: A Walk Through a Web Site Audit" by Richard DeVeau.

The final installment in our year-long series on fundraising basics focuses on online fundraising.

What comes to mind when you hear the words, “The breakfast of champions”? What if I said, “Don’t leave home without it”? How about, “Just do it”? If you’re like most people, you’ll quickly reply, Wheaties, American Express and Nike. And therein lies the power of a good tagline. Power that also is available to nonprofits: strong words.

The nonprofit world has a population problem. The number of nonprofit organizations has increased by 42 percent in the last decade alone. And with the IRS granting nonprofit status to an average of 83 new organizations every day, it’s clear this is becoming a very crowded environment. As a result, the nonprofit sector also has an identity problem. In a marketplace that’s this crowded, how do you distinguish your organization from all the others rivaling for donors’ attention and funds? How can your organization stand out in such a large and continually growing crowd and still get noticed? How can you make your mission resonate