idealist.org

What about using the Internet for Fundraising?

Summary:

This is a rapidly growing and evolving subject. Some suggestions and resources are included in this item.

Answer:

This item was placed in an archive with other early FAQ discussions of questions about accepting donations online on February 24, 2006. To see the other articles, open http://www.idealist.org/npofaq/0/1547.html —Ed.

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The introduction to "Resources for Fundraising Online" links to several reviews of this question by seasoned observers of nonprofits' use of the Internet. See http://www.nonprofits.org/npofaq/0/1491.html.

On August 1, 1999, Adam Corson-Finnerty posted to CYBERGIFTS (a service of CharityChannel.com) a thought-provoking article called "E-Fundraising." With his permission, it is posted at http://www.idealist.org/if/i/en/faq/527-279/107-241. Many of his writings and other resources are posted on his website at http://www.fund-online.com

In a post about nonprofits setting up sites on the World Wide Web (6/96),
John Pike noted:
I would be rather surprised if the expenses and returns from the WWW didn't turn out to be roughly in the ballpark of direct mail for fundraising purposes.

Tim Mills-Groninger, of Chicago's IT Resource Center, replied:
I feel that the orgs that will benefit from on-line transactions will be
selling something -- gift shop stuff or program related stuff (a small
fee for use resource guide to child care providers, for example). I
don't know that the on-line world can establish enough of a relationship
with prospect to make them donors on the merits of the cause
alone--there probably needs to be some exchange of value--the membership
growth you cited is a good example.

Jeff Wilklow added:
I agree with Mike Johnston, who stated:

I think putting a web page on the Internet to elicit funds, is at
present, the least valuable opportunity with the world wide web.

The real advantage of the Web is to get out information on your
organization to an educated audience, who can "self-select" by virtue of
the fact that they choose to visit your page. Providing a response
vehicle, such as free public service information in exchange for an
e-mail address will help you build a core audience, from whom you may
then be able to solicit funds. But don't invest money in a Web page with
the expectation of getting it back.

No reliable info available that I know of as to effectiveness of
generating prospective donors through the 'net. Just like that, you are
on the frontier! Good luck, and let us know how it goes if you forge
ahead.

There are several posts about using websites to ask for donations
elsewhere in the FAQ. See

• http://www.nonprofits.org/npofaq/16/21.html
  
• http://www.nonprofits.org/npofaq/16/22.html
  
• http://www.nonprofits.org/npofaq/16/23.html and
  
• http://www.nonprofits.org/npofaq/16/24.html

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**This topic was edited by Jayne Cravens and Putnam Barber**

Reposted with additions and corrections 8/18/98, 8/2/99, 6/27/01, 9/19/03; link updated 7/6/05; 990802acf.htm changed to a new URL 10/29/05 -- PB