What the web changes about fundraising

Fundraising as we've known it seeks to give someone an idea they may not have had before, and motivate them to action. Web fundraising is more about being there for those who decide they want to join forces with us.

That's different. Real different. We used to go find them. Now they come find us. We hope.

The New Thinking blog examines that difference in the marketing arena at Web turns marketing and communications on its head. Here's the point:

To succeed on the Web we need to change our mentality from seeing ourselves as a master to seeing ourselves as an apprentice. The customer is the master and we need to learn about what they need to do right now, and help them do that. The web customer is purposeful, directed, action-oriented. They are on a journey and we need first and foremost to help them get to their destination.

That's why we see online fundraising go through the roof during large-scale media-hyped disasters, like Hurricane Katrina. Those events push large numbers of people into the I need to do something state of mind.

What do you do the rest of the time -- when events are pushing people toward you?

Be relevant. To the right people.

Find the people who care about your cause. It's not everybody. It's a select few.

Then have something worthwhile to say to them frequently. Worthwhile in their eyes, not just yours.

If you can do that, you will successfully make the leap from the old way to the new. In fact, you'll probably do a lot better than you used to.

Technorati Tags: fundraising, nptech, marketing

Comments

[Brad Bell]

One thing the web does NOT mean is automation.

The web means groups of people (charities, donors) can do MORE together. The web pushes the bar on what charities can do with/for donors through the roof. Approach it with a mass media sensibility (print, radio, TV, ie. broadcast), where donors are left to give, trust, and go away, and you likely alienate donors WHO KNOW what is possible. They can be REALLY involved. If they aren't, it's because charities either don't have the vision or the will.

[Mark Horoszowski]

This is a great post! In addition to the Web, I would enhance this post and say that it is more important than ever to provide and add value and build trust with all donors year round, and through all communication channels. Treating them like 'masters' is definitely a great start!