Dundee Group is now equiped to help non-profits bring in money as well as slow the outward flow. Sage Fundraising Online, a new software solution from Sage North America, will give organizations the tools to quickly, professionally, and inexpensively raise money using the internet.
We're going to be discussing all that you can do with Sage Fundraising Online in the next couple of weeks, but first we want to address some myths that you may have heard about fundraising on the internet. Check back every day this week for the truth about online fundraising!
Myth #3: Online fundraising means raising money through my organization’s website.
The standard model of online fundraising is to divert people from wherever they are on the Internet to a central donation form on an organization’s website. But the massive, untapped potential for your organization to raise more money isn’t on your website—it is on all the other websites that your donors and supporters frequently visit.
If we look at the places individuals visit online everyday, their favorite charity is probably not among them. However, they do visit their employers’ websites and they might take action for a nonprofit their company supports. They likely edit their personal pages or blogs everyday, and they’ll even publish about a cause that inspires them. They also visit their friends’ blogs and personal pages, and may post, email, chat, or tweet about their favorite charity.
The individuals engaged in these conversations include some of your strongest, most vocal advocates, and each of them is willing to evangelize your organization’s mission. They have established bonds of trust with their personal networks. Why, then, would you ask them to leave a site they trust and go donate on yours? If they are willing to evangelize for you, they also might be willing to host a donation form for you. So, why not take the donation form to where the conversation is already happening?
Airline ticket sales provide a helpful reference for this point. It is possible to buy tickets on an airline’s website, but it is more common to buy them from one of many “portals,” such as Expedia.com. Millions of people buy their tickets on travel sites because they have an existing affinity for those specific sites. Airlines don’t care where people buy their tickets, so long as they’re being sold.
Similarly, you can reach out to your network of supporting organizations, partners, or even the personal sites of individual advocates and turn them into donation engines for your organization. This is an opportune time to look beyond your website and consider how you can more effectively leverage the broader web to build new relationships and increase online giving.
You can read more about Sage Fundraising Online at our website.