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Raising Funds with Web 2 0<b>

Page history last edited by PBworks 13 years, 9 months ago

Raising Funds with Web 2.0

 

There are four main ways for a non-profit to raise funds through the internet. They are:

 

  1. Develop a specific donation page on your website.
  2. Utilize a third-party hosted provider for your giving page.
  3. Provide mechanisms for your constituency to raise money on your behalf.
  4. Provide a "Give Now" button that utilizes a vendor such as PayPal.

 

Each of these have advantages and disadvantages and, in truth, you may want a combination of 1 and 3 or 2 and 3. The level to which these are appropriate depends on the structure, strategy, and "DNA" of the organization itself.


 

 

1. Develop a specific donation page on your website.

 

This can be the most rewarding but also the most difficult to implement effectively. Especially for smaller organizations. It takes a dedicated web designer, knowledge of the various gateway protocols for processing credit cards, and a lot of time.

 

However, the advantage of being able to customize the page, develop special landing pages for special projects, and maintaining personal control are all strong arguments to be made for doing it yourself.


 

 

2. Utilize a third-party hosted provider for your giving page.

 

For smaller organizations, this is a good option. There are companies out there that specialize in developing customized giving pages for non-profits. They take into account your website design, company logo, and work with the organization to establish the page in a design the facilitates effective giving. In some cases, they can even facilitate on-line ACH (bank draft) donations in addition to credit card giving. For an example of how this might look, you can check out Cashlinq.com and look for their DonateLinq demo.

 

However, you do give up some control. In addition, web savvy users will recognize through reading the URL that they have left your website. It is imporant to make sure that your provider establishes a URL for your page that includes your organization name.


 

 

3. Provide mechanisms for your constituency to raise money on your behalf.

 

This is where the true use of Web 2.0 technologies come into play. Through sites like ChipIn and FirstGiving, your constituents can create their own fundraising pages to raise money for specific projects. Encouraging the use of these portals can help your donors have a stronger connection to your organization. The advantage of the "referral" process is the power of the individual to influence their own circle. If your donors are bloggers or have their own website, you can encourage them to place a link to their fundraising page on their site. If you have communicated well with your constituency, they will love raising money for you!

 

Other mechanisms include taking advantage of the various shopping portals that give back to charity and e-Bay or MissionFish auctions. These are areas where your donors live. Search out the opportunities to let them find you there. It doesn't cost anything.


 

 

4. Provide a "Give Now" button that utilizes a vendor such as PayPal.

 

Again, this is an inexpensive method to collect donations but it comes with a number of hazards. Your donors will be subjected to whatever marketing is taking place through those portals. In addition, they may be reluctant to give personal information that might be used for internet scams.

 

However, they are quick to set up, cost nothing except for the transaction fees, and don't require a great deal of internet expertise.

 


To get a list of potential fundraising tools with ratings from users, try Fundraisers Tool Crib.


You may also want to check out this resource: Nonprofit Primer for Online Fundraising


Democracy in Action's Six Outside the Stocking Ideas for Online Fundraising offers some seasonal ideas for using Web 2.0 to raise money.


Groundspring's Guide to Online Fundraising


RandomThings has a good review of security considerations when implementing an online fund-raising page or system. Reviewing security needs may help as you consider your options as outlined above.

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