Fostering the ethical and efficient use of the Internet for philanthropic purposes, through education and advocacy. http://ephilanthropy.org
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Tuesday, July 13, 2004
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eZine 4 Issue 22: Effective ePhilanthropy Strategy, 11 Email Mistakes To Avoid, Grantmakers Use Internet, Effective eMail Campaigning
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VOLUME 4
ISSUE 22
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How Your Nonprofit Can Use the Internet Strategically
An Effective ePhilanthropy Site Has A Lot For The User To Do
http://www.guidestar.org/news/features/u...
by Allan Pressel, CharityFinders
Any nonprofit can have one of two broad types of Web sites. First is a "brochure-ware" site, which simply contains information about the nonprofit. A brochure-ware site can be one page of unformatted text or hundreds of pages of text, graphics, animation, audio, and video. Either way, because all of the pages provide information only, the site is considered a brochure-ware site.
The second option is an interactive "ePhilanthropy" site. An ePhilanthropy site includes a brochure-ware portion but also contains transactions that enable visitors—donors, volunteers, staff, and others—to interact with the nonprofit (and each other), and to support the organization in ways that sustain its mission, both tangibly and intangibly.
A brochure-ware site may have a lot for the user to see, but an effective ePhilanthropy site also has a lot for the user to do.
Most nonprofits want an ePhilanthropy site, yet few actually have one. Why not? The answer typically boils down to one or more of the following obstacles:
- Cost—Developing a complete, robust ePhilanthropy site using a traditional "custom development" approach typically costs hundreds of thousands or even millions of dollars.
- Time—Developing a complete, robust ePhilanthropy site typically takes months, often over a year.
- Technology skills—Developing a complete, robust e-philanthropy site typically requires deep technical skills.
- Technology infrastructure—Developing a complete, robust e-philanthropy site requires significant hardware, software, and network resources.
Any one of these obstacles is enough to dissuade all but the largest and bravest nonprofits from even considering an ePhilanthropy Web site. Fortunately, a number of e-philanthropy Application Service Providers (ASPs) now provide tools that permit nonprofits to eliminate these obstacles and build their own ePhilanthropy Web sites quickly, easily, inexpensively, and with no training and limited technical skills. The cost can be as little as a few hundred dollars. The time to build a site can be as little as a couple of hours—provided you have first developed your content (text and images). The technological skills required can be as basic as the ability to use a Web browser. And the technology infrastructure needed can be as simple as a PC connected to the Internet.
If you are thinking of building an ePhilanthropy site, here are some features you should consider:
| Cash donations |
Offer creative options, including:
- Payment via credit card or e-check.
- Pre-set donation amounts (e.g., $10, $25, $100, other).
- One-time versus recurring (e.g., monthly, quarterly, yearly, etc.).
- Ability to target donations to fund a specific program or service (or designate the funds as unrestricted).
- Ability to specify in whose name the donation should be made.
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| In-kind donations |
Provide several convenient ways for donors to make in-kind donations, including:
- Offering an in-kind item (or service).
- Fulfilling a non-cash request.
- Offering an in-kind item for sale in your e-store.
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| Investment donations |
Provide instructions on how to donate investments. |
| Planned Gifts |
Provide donors with various planned giving options, including all the information he or she needs to make the gift. |
| Volunteer |
Enable easy sign-up for one-time or ongoing volunteer positions. |
| Feedback |
Permit anyone who donates, volunteers, becomes a member, etc. to rate your nonprofit and post comments about it. Users may view this feedback and, ideally, contact those who have given their permission. |
| Referrals |
Refer friends, perhaps even enabling the donor to match their donations. |
| Events |
Provide a list or graphical calendar of your nonprofit's events or classes and the ability to click on any one for more detail or to register on-line. |
| E-cards |
Send an electronic greeting card. |
| Employment |
Provide employment listings—as a staff member, management, or board member—and easy application process. Include the ability to attach a cover letter or résumé. |
| Membership |
Enroll as a member of your nonprofit or renew membership. |
| Public opinion poll |
Respond to a one-question poll on an issue of topical relevance, and immediately view the results-to-date. Real-time polls can be a powerful way of immediately engaging your visitors. |
| E-store |
Donate in-kind items for sale in your e-store. These items may be posted for sale by donors (with your approval, of course) or by your nonprofit. |
| Petitions |
Sign on-line petitions. |
| E-advocacy |
Select an issue of importance and send a letter taking action - customizing the text, recipients, and signature. |
Your Web site can be a powerful strategic tool to achieve tangible and intangible results that further your mission. What's more, tools are available to implement a powerful ePhilanthropy site inexpensively, easily, and quickly.
Allan Pressel, CharityFinders
© 2004, Allan Pressel
Allan Pressel is the founder and CEO of CharityFinders, www.CharityFinders.com. He can be reached at allan@CharityFinders.com.
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Published by
ePhilanthropyFoundation.Org
Copyright © 2004 ePhilanthropyFoundation.Org. All rights reserved.
ePhilanthropyFoundation.Org
1101 15th Street, NW, Suite 200
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phone: 877.536.1245
fax: 202.478.0910
email: eZine@ephilanthropy.org
Copyright 2004 ePhilanthropyFoundation.Org. All rights reserved.
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