Step 2: Translate to the Internet
An online fundraising campaign allows you to take advantage of tools that a traditional direct mail campaign can't offer. For example, you might want to urge people to read an article online, download a screensaver, sign a petition, send an e-mail to a friend, view a video, or listen to a sound clip.
If you're also doing a direct mail fundraising appeal, how is your online appeal connected to it? Make sure you have a clear sense of how and when the online and offline components will all fit together.
Developing a specific schedule and timeline to follow will be critical for success. Consider creating a demonstration and testing it out on colleagues, friends or family before you launch the campaign.
Be aware of potential hurdles you may face, take the necessary steps to clear them:
|Impediments to Online Donation
|Lack of defined process to acquire and retain donors online
||Organized approach to targeting, acquiring, and retaining online donors
|Lack of trust
||Brand, reputation. Positive coverage in media.
|Lack of awareness
||High profile placement, advertising, marketing, word of mouth
|Security concerns (e.g. credit card processing)
||Privacy and security assurances
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