Online giving begins with a deep donor list. Today that is
generally by email. The Chronicle of Philanthropy recently
finished an in-depth study of how nonprofits are doing in the online
giving business. A case study of how to build the infrastructure
necessary to beef up giving is one of the tactics of the National
Audubon Society. In 2012 the Society had an email list for
donor solicitation of 30,000. Today that number is 305,000. In
July of 2012 the organization using the new donor list collected
$516,000 from online donors. This was a 181% increase over
the previous year.
Here are some things they learned.
The organization needs to do other things for donors besides
A master plan to significantly increase its mailing list included
solicitation through social media sites, its own Web site, marketing
campaigns, and buying lists from other groups.
Donor engagement in activities other than
fund raising is important. The Society asked those on mailing
list to take specific action around birds and oil spills. 9,000
people reported taking those steps.
The Society Web site was altered to reflect
the “action” effort.
It is important to keep donors engaged throughout the year.
There is an email newsletter for donors that reports on specific
projects and how donated money is being utilized
Google is trying to teach people about nonprofit
charities with, One Today, a mobile
application. Every day
One Today highlights a different nonprofit and allows people to donate
addition the site can be shared via social media. No donor
information is shared by Google. The app is currently in testing
mode and only available on the Android platform. The organizations
participating are those in the Google nonprofit program. For more