Drive Your Donors Online

For a telling experiment, try making an online gift. My most recent gift elicited no response. When I inquired, I learned the organization receives few online gifts and had not checked their e-mail!

In an increasingly difficult environment for garnering private support, donors must be able to give easily, painlessly, and in many ways. Today, younger individuals are doing nearly everything online - including giving - and older constituents are quickly becoming more comfortable with online giving.

Whether your appeal is electronic or direct mail, following are six tips that can drive your donors online.

1. Keep it simple
Create an online form that is visually appealing with a logical flow of information. Get an objective opinion and remember to test it out before making it live.

2. Create easy access
Whether it's the link from your main webpage or the address you use in your printed materials, make your online giving form easy to access. The more work required, the less likely you are to get a gift of any kind.

3. Respond instantly
The gift made to your organization was immediate. Your response must be as well. Make sure your system is capable of sending an automatic confirmation.

4. Keep communication open
When you receive an online gift, you have also received accurate contact information for the donor and permission to use it. Make sure you capture this data and keep the lines of communication open. Don't let the next communication from you be another solicitation.

5. Make it personal
Whether it is your online appeal or your automated response to an online gift, give it a personal touch. Because technology allows you to do this simply enough, there is no excuse for not personalizing your correspondence. Be sincere and show genuine appreciation.

6. Finally ... don't forget to check the e-mail
Expect great things. If your online gifts are sent to a certain e-mail address, check it often!

With changing philanthropic trends - especially related to online donations - make sure you are accommodating to your constituents. Rather than frustration, allow donors to feel that moment of gratification that comes with knowing they've made a difference.

Mark Stewart, MBA, Vice President (Kansas City) mstewart@hartsookcompanies.com

Another Smart Idea...From the Hartsook Best Practices Collection^SM

"Host small, intimate dinners with 5-10 people and the CEO and Development Director. Charge $100 per plate. This makes an excellent venue for raising awareness and money."
- John Gmeindl, Senior Director, Milwaukee Public Museum (Milwaukee, Wisc)

If you are interested in Best Practices and smart ideas, see these additional resources from Hartsook Companies:

How to Get Million Dollars Gifts and Have Donors Thank You! by Bob Hartsook (1999, ASR Philanthropic Publishing) was a best seller at the NSFRE International Conference for two consecutive years. Million Dollar Gifts recounts 101 strategies of amazing real life stories of million dollar or more gifts made by average Americans. To order this book, follow this link http://www.ASRpublishing.com.
Fundraising Magic - 33.5 Strategies for Turning Board Members into Money Makers by Robert G. Swanson (2007, ASR Philanthropic Publishing). This book shares proven strategies you can implement immediately to give Board members the confidence and tools needed to cultivate donors, solicit gifts and strengthen your organization's position in the community. To order this book, follow this link http://www.ASRpublishing.com.
"Best Practices Coast to Coast^SM," a compilation of best practices from every state in the union.
"Hartsook Best Practices Collection^SM," our original collection of 250 best practices and great ideas.

For a free copy of "Best Practices Coast to Coast" or the "Hartsook Best Practices Collection", please email Tammy Weinman, tammy@hartsookcompanies.com, or visit our web site at http://www.hartsookcompanies.com/bestpractices2.shtml. We also invite you to contribute your own best practice by emailing Tami Druzba, tami@hartsookcompanies.com.

Career Booster!

Looking to advance your career? Look to the Hartsook Consulting School: September 25-27, 2008. This intensive three-day program provides an opportunity to work intimately with our finest consultants who will share practical, experiential and theoretical wisdom with fundraising professionals who are ready to take their profession to the next level. Email tammy@hartsookcompanies.com for more information.

Visit the Hartsook Companies web site for:

• Educational opportunities
• Books/reference articles
• Conference/workshop speakers

Strategies for Success explores smart ideas, connecting with more than 1,500 fundraising professionals bi-weekly. We welcome your contributions or comments. Send to Strategies for Success and eHartsook Editor Karin Cox, MFA, Senior Vice President, kcox@hartsookcompanies.com. If you'd like a free subscription to Strategies for Success - or its monthly companion, eHartsook on Philanthropy - contact Tammy Weinman, tammy@hartsookcompanies.com. You also can reach her at 316.630.9992.

Our web site is located at http://www.hartsookcompanies.com.