The first step in online fundraising is to get it legalized in all respect. Online soliciting for funds must be registered with the appropriate authority. Every place has their own legal procedures in all such matters like in the United States, it is Secretary of States office or States Attorney’s office will elicit people if they seek information concerning the subject matter under consideration.
Marketing the online fundraising program is the next important step to be taken. Simply by seeking donation on the website, is not going to help in any way. The online capacity to be promoted in newsletters and the website address should be included on all collateral materials.
All options must be explored for online fundraising. Online fundraising thoughts must be enlarged to include social networking sites which happen to be very popular with the present younger generation. For your own site, you can set up your own system to process credit card transactions. Otherwise, an agency may be engaged who will render the service. With these facilities it will be possible to offer recurring donations to those who are worthy to get the same. A separate site may created to collect online donations.
It must be ensured that the website created invite online donations. The website should be attractive, easy to navigate and understand by general public especially the younger generation. In fact, the site should such to cater to all age group.
Common online fundraising etiquette should never be transgressed. Spam should literally be considered untouchable. Even the look of the site should not be like a spammer. On the other hand, do not overdo things like sending too many emails to the donors. Other method of fundraising should not get less priority or treated as a second fiddle to emails, website et al. One should never forget that online fundraising is a part of a well balanced strategy.
People should be given all options or avenues to offer donations and not the only option of online donations. It is natural that everyone has his preferences, so it should be ensured that all types of services like instant messaging, cell phones, mail, phone, online, should be accommodated.
Certain practical and judicious steps like keeping the website donation button should be located at a place easily visible by the visitor.
Opportunity should be provided to non-monetary contribution also since getting people to volunteer is one of the best methods of donor cultivation. It is seen that who seek to give their time before being asked to donate, eventually gives more donation money than others.
Webpage and brochures should include donor’s photos and people who are receiving help along with inspirational photos tagged. In fact, the website should have a “giving page” laced with profiles of donors.
With experience gained in online fundraising, it will be worthwhile to segment the people who gather around these fund raising program in some way or the other. Segmentation should be based upon gender, age, income, interests, history, geography, and role such as donor, volunteer. Targeting groups or sub groups and testing them will give a feel what kind of appeal works the best and for whom.