Starting an Online Business All-in-One For Dummies®, 3rd Edition

Determining How Your Organization Can Benefit

E-giving, or e-philanthropy, refers to the concept of charitable organizations raising money from online donations. An evolving concept since it first came in vogue in 2000, e-giving is no longer simply a means of asking for money over the Internet. In the past few years, online donations have skyrocketed following natural disasters in locations across the globe. In Haiti, Japan, and the United States, whether the disaster is earthquakes, tsunamis, and tornadoes, the Internet not only allowed organizations such as the Red Cross to collect much-needed donations but also served as a way to spread awareness and help increase the generosity of giving offline, from clothing donations to blood drives. Online donations have had a powerful effect!

For those reasons, e-philanthropy is now a recognized strategic tool that you can — and should — use for your nonprofit. This method of marketing touches all outreach initiatives and specifically encompasses these six areas within an organization:

• Awareness building: An effective online presence targets your internal (or existing) membership base and your external (or potential) audience. You can increase awareness for a specific campaign or for your overall mission.
• Donor development: You're using the Internet to not only target onetime contributors but also build long-term donor relationships.
• Membership retention: The combination of targeted e-mail communications and a useful Web site is a proven ...