Pamela Barden, VP and group director, Russ Reid

Do: Think about the entire online experience

Begin with the subject line. It won’t “close the deal,” but it could stop further action if done incorrectly. On mobile devices, recipients see about 20 characters of your subject, so make every one count. Test your links. If you say “click here,” make sure “here” goes someplace that moves the reader closer to giving. Immediately send a short, warm acknowledgment for every donation, telling how the gift is being used.

Don’t: Don’t forget the small details

Don’t make the online donation form too complicated; it’s about getting the donation, not collecting every bit of information you’ll ever want. Don’t forget to include your mission statement on your Web site. Also, don’t assume a potential donor will stumble across your Web site and decide to give; be proactive online and offline in driving potential donors there.

Debbi Barber, president, Grizzard Communications Group

Do: Create seamless integration across channels

Direct mail pieces should have a unique URL landing page that supports the campaign and tracks direct mail visitors to the Web site. E-mail blasts to overlapping direct mail and online constituents should be coordinated and timed for maximum impact. Highlight critical campaigns featured in direct mail and e-mail within the online donation form. Integrate special campaign offers within paid search creative. Don’t just create a campaign and then add on a digital component.

Don’t: If raising funds is your goal, do not have all of your efforts pushed to the main Web site.

There is typically too much happening on the homepage for a fundraising message to stand out and be clear. Instead, create landing pages that focus on the reasons to give and drive potential donors to these pages.

Vinay Bhagat, chief strategy officer, Convio

Do: Empower constituents to act for you

Online tools provide great vehicles to harness supporters’ passion for fundraising, recruitment and evangelism. This can be accomplished by writing messages that inspire donors and reflect their interests. Also be sure to make giving opportunities tangible and explain how gift levels impact your cause.

Don’t: Stop building your prospect and e-mail files

Instead, use online and creativity to reach new people and provide donors who are giving less with meaningful ways to engage. Don’t rely on the structure, skills and approaches of the past. Try to evaluate and reallocate resources from declining, slower growing areas to those that are more efficient and effective at reaching people.

Angie C. Moore, SVP and GM, Merkle’s fundraising services group

Do: Recognize that retention is a metric, not a strategy

Take the time to understand what matters to your constituents and then create online messages around those interests. Being relevant is king when it comes to having mass market conversations with your donors. Relevance drives satisfaction, and satisfaction affects retention. Loyalty equals more support for your mission.

Don’t: Never underestimate the value of non-donor behavior

Every action — dialing a 1-800 number, changing an address, volunteering, requesting information, and more — is an indication of interest and a critical ingredient in the relationship value recipe. Don’t be afraid to model these interactions and understand the true value of the full relationship, not just the donations part.

Source: http://www.dmnews.com/dos-and-donts-of-online-fundraising/article/146504/

FastTrack Fundraising is here to help you jump right into this new world with three unique opportunities that offer simple, fun, and effective online fundraising:

Magazines: Raise funds while offering your friends and family the magazines they want at a great price. FastTrack Fundraising sets up your own personalized store with subscription rates up to 85% off normal rates. Simply email your friends and family and your organization will start receiving monthly checks with 40% of proceeds – it’s that easy! [More Info: Magazine Fundraising]

Credit Cards: These days, credit cards are almost a necessity thanks to online shopping and membership requirements. Now you can help your friends and family fulfill this need while raising funds for your organization. Just set up a web page through FastTrack Fundraising and let everyone know about it; you’ll get $15 for every application that clears AND you’ll give your friends and family what they need. [More Info: Credit Card Fundraising]

Fundathon: With online donations, fundraising can now be done fast, secure, and convenient. Just register with FastTrack Fundraising and you’ll get your very own web page that shows donators how close you are to your goal. There’s no more digging around for a checkbook or asking for cash; with the Fundathon, it’s just a few simple clicks and donations are transferred via a secure server towards your goal. [More Info: Fund-A-Thon Online Donations]

2. Increased Safety
Since there is no door-to-door selling involved in an online fundraising campaign, there is no need to approach strangers when asking for money. The added safety of using the internet to fundraise brings a sense of relief to parents as well as team members.

3. Reduced Risk
A burden faced with many traditional fundraisers is the potential cost associated with left-over inventory. A referral or affiliate program is an example of an online fundraiser where there is no need to purchase or carry inventory. Your group is paid for referring products regardless of the quantity you sell. There is no longer a need to purchase large quantities of inventory that you may never be able to sell.

4. Add Variety, Customization & Creativity
Unique web based services give teams the opportunity to create customized goods from T-shirts, to team posters and calendars. Traditional fundraising products are outdated and carry little benefit or value to your supporters. The internet brings with it so much more choice in terms of items you can sell in order to fundraise. You can now fundraise with books, travel, magazines, sheet music, board games, movie passes and much, much more.

5. Reduced Costs
Running an online fundraising campaign can be very inexpensive. Email accounts are free and many companies offer free website hosting packages. With referral programs the merchant is responsible for carrying the inventory, shipping the products and any costs associated with the online transaction including credit card processing.

6. Speed of Success
Most web based fundraising programs provide you with instantaneous real-time tracking of sales and lead conversions. Additionally, it is so quick and easy to email a promotion your supporters.

7. Ease of Coordination of Effort
A traditional fundraiser usually involves purchasing inventory, handing out inventory, counting and managing stock, delivering goods sold, organizing volunteers, and booking rental space. An online fundraiser can all be done in front of a computer using email and your website as a communications tool.

8. Results
Because most online programs are free to set up and join having only one sale will usually result in a profit, or will more than likely cover all of the costs associated with your campaign. With some online fundraising campaigns there is no break-even point to worry about and normally no minimum number of sales is required to insure a profit.

9. Fun
Surfing and shopping online is not only fun for your group but your supporters as well. They will take pride in supporting your group and have the opportunity to conveniently purchase items they can actually use and benefit from.

* Our online fundraising programs such as the online magazine fundraiser and online credit card fundraiser have no upfront fees to start, and are completely free – thus you bear no risk.