Your donors use the Internet—Do you?


Nowadays, people will look up a phone number online rather than dragging out a paper telephone book. If you want to know more about a company that donates to you, you don’t call company headquarters; you look up the information online.

Your donors use the Internet as much as you do—maybe more! Yet many nonprofits today see social media, Internet marketing and online giving as a frill that they can’t afford, rather than as an essential component of their fundraising strategy.

Nine out of 10 nonprofit organizations said they don’t have successful online or Internet programs because they don’t have enough staff, according to a recent survey of 60 nonprofit organizations carried out by Convio, a nonprofit constituent relationship management software firm. Budget constraints and lack of online expertise were also cited.

The reality for most nonprofits today is having to make do with less, the report noted. The first step in getting the maximum results from the resources you have, you must have a plan and stick to it. “Not having a plan is planning to fail,” the report said.

The report also suggests that having the right people is just as important as having more people.

The diverse set of skills a nonprofit organization needs may not exist entirely in-house. An employee well-versed in managing the nonprofit’s Web site may not have the vision to develop the online strategy and marketing plan, they noted.

As a result, some organizations simply don’t do these important tasks. Other organizations solved their staffing problem by turning to contractors and consultants outside of their organization to provide these key online skills.

To read the entire report, which also addresses organizational structure, go to


  1. 1

    You are so right. We all need to look at this as another fundraising opportunity.

    Comment by Tom — September 28, 2009 @ 8:49 AM

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