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Step 1: Define Your Audience

Consider the audience that is the target of your online fundraising campaign. The best place to start is with what you have: your database. Not only is it less expensive to use than purchasing an outside mailing list, but it's considered a "pre-qualified" list; that is, a list of potential donors that are familiar with your organization and programs.

There are several parameters to consider when creating your target list:

  • Is your audience everyone in your database that has a mailing address or an e-mail address?
  • Is it everyone who has made a donation before?
  • Is it people in a certain zip code range or in a particular city?
  • Is it people who you've tagged with a specific source code in your database?

Be sure when you select your audience that it works well with your campaign theme and your desired outcome(s).

Step 2: Translate to the Internet » | Holiday Main

Capture Attention
-Ease of use/navigation
-Dynamic content
-Interactive functionality
Drive to Action
-Strong messages
-Push content and actions to users
-Clear paths to action
-Build e-mail subscriber lists
Nurture Interest
-Dynamic content
-Close the loop on actions
-Tease to next action

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