Top 10 Tips for Online Fundraising

1. Select email messaging and donation processing software...

...that is especially designed for non-profit organizations. And even before then, settle on a smart in-house communication strategy

2. Build your list!

You can't raise money with email if you don't have a list of email addresses. It's a rigorous and unrelenting process.

3. Take advantage of timing.

Using email when big news hits is arguably the most important element in raising money with this medium. If you can nail the timing, you'll raise more money online. It's that simple.

4. Use a campaign approach.

Don't rely on an isolated email to reach all your constituents. Give your appeal a better chance by sending three, four, or even more emails.

5. Write the right way for the web.

Your readers are busy - you have only a few seconds to capture their attention. Make your emails easy to read and easy to scan. And pay special attention to the subject line - it determines whether your email is opened.

6. Bring on the creativity if you can!

Cutting through the clutter in your donor's email box isn't easy. Be daring with eye-catching visuals, bold headlines, and irresistible offers. But be yourself, too, and speak from the heart.

7. Integrate your emails with your direct mail and telemarketing program.

Offering your donors the convenience of giving through the mail, over the phone, and online will pay off.

8. In between your fundraising appeals, cultivate your donors...

...with emails that focus on news, humor, and warmth. It'll be easier to connect with them when you ask for a gift.

9. Learn from the data.

Review your results and make decisions on your next move based on how your donors have responded.

10. Segment and test.

By identifying what motivates your constituents, and what types of messages they respond to, you'll build a stronger list and generate higher revenue.

These tips provided with permission from Emerson & Church Publishers