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What Can the Internet Offer You Creating New Donors? – Part 2
In the last article we took a quick look at Obama’s’ very successful presidential fundraising campaign. The campaign used techniques that are available to charitable organizations for raising money in addition to traditional fundraising ideas. Many Ways to Get Them Interested Although the age groups look at online activities different they still hold the charitable organizations accountable. They all received the traditional mail advertising from organizations, the deciding factor is accountability with funds. The donors know that the fight won’t be solved immediately but like to feel some form of progress from organizations. The younger donors tend to feel more of an emotional connection to their charities and would be interested in watching videos or reading blogs while on a charitable organizations website. For older donors they’ve made up there mind already, come to the website to donate and leave. The Clovio Group study called Wired Wealthy states, “This group is also older (fifty-seven percent (57%) are between 45 and 64 years old), is much less open to receiving email than the other clusters, and, for the most part, is more comfortable with offline giving channels.” What Is The Measuring Stick For A Positive Charitable Online Experience? What are these age groups looking for in order for them to make the decision to contribute to your cause? When they come to your website the layout needs to be informative, to the point and uncluttered. “Many have, however, embraced the Web for online giving, with half saying that online giving is their preferred giving method. This preference holds true for all three clusters. According to the wired wealthy, the most compelling arguments for online giving are its efficiency, the speed with which the money can be put to use, and the ability for donors to make their gift while the idea is fresh in their mind. A majority of wired wealthy also cite the airline miles they accrue and the ability to track donations more easily as reasons to give on the Web.” Although these groups respond well to all forms of advertising it seems to be the internet that is the preferred method. With speed and efficiency going for it the importance of stressing a website will only increase, “Forty-six percent (46%) say they are likely to be making more of their donations online using the Internet in five years.” With solid numbers like these why are so many organizations not really utilizing their websites? |
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