The beauty of Web 2.0 is that it is relationship and conversation-based. You connect in good faith with people. Consider that you wish to market something, only it’s not a for-profit product, it’s a charitable cause. Any marketing effort benefits immensely when those who are using the product / service put in a word for it – word of mouth publicity is not only free but also very effective. And there is no better avenue today for explosive word of mouth information spread than the internet.

Web 2.0 has empowered users; people can exchange facts and information. What this means for a charity that is doing good work is that if people really like what you’re doing for the community they are not going to hold back on their praise. And Web 2.0 has a multiplicatory or viral effect that can leave you reeling under the impact of public response.

Before entering a Web 2.0 climate and creating your own space out there, you need to have something to say. You need to take time out to participate in the process and further other people’s causes. You need to be honest, civil, approachable, and more. Each social network functions under its own set of rules, you have to adapt to these rules and use them to your benefit. Web 2.0 works for you in one way and one way only – that is to have enough people to spread your word. The strategy lies in getting enough people to do it for you. There are two things you need to do. The fundamental thing is to have something powerful and meaningful to say and contribute. In the case of fundraising charities it means telling people about the good things that your organization has done and the importance of public support to keep the organization going. The second thing is to be seen. Contribute on the message boards, spread the word around for other charitable causes, help people, interact with them; basically make yourself useful. Web 2.0 is a peer-to-peer give and take. Give so that when it’s your turn to ask, you can do so with confidence.

The good news is that online donors are young; they believe in philanthropy give whole-heartedly. Men and women both donate in equal measures. Keep this in mind when you plan your online fundraising drive. Target correct audiences to achieve maximum conversions. Keep track of what your audience groups follow. Make use of Google alerts, forum alerts, newsletters, etc. This will help you engage your audience in a meaningful conversation.

The internet has for quite some time been a bulwark for fundraisers; fundraising has a lot to do with communicating and the internet opens up so many communication options. But to make the best use of the web for reaching out to potential donors you have to be aware of new developments.

Web 2.0 implies real-time interactive communications via the internet. Web 2.0 is about engagement; it fulfills our desire to be seen and heard. When we get seen and heard, it does wonders for our credibility and charities depend a lot upon credibility. Web 2.0 is an extremely useful medium for charities to explore. It consists of chats, forums, blogs, wikis, social bookmarking sites, social networking sites, business networking sites, etc. Podcasts and audiocasts are powerful tools that help you reach out to a potential audience using social media.

Social networking sites and other Web 2.0 sites can form crucial hubs that align with and link to your own website. This helps achieve many objectives. One you reach out to a greater number of people. Two, like-minded people have more than avenue of keeping track of what you do. Three, content put up on your site gets viral distribution through the Web 2.0 sites. Four, you learn a lot of things by studying existing fundraiser activities on Web 2.0 sites such as Facebook, Digg, MySpace, etc.

A great advantage of Web 2.0 sites is that it frees up the communication process. Those who donate know who they want to donate to and with a little effort from your part they can really spread the word around for you. This means that one donor can get in a few more and those few more again spread the word for you. This can help cover all your fundraising bases very nicely. You are not limited by geography, demographics, etc.

You should know that the same principles that make donors give offline are at work online too. People are eager to be associated with a cause; they want to feel the happiness and satisfaction of being associated with something greater than the daily mundane happenings of their lives. The beauty of Web 2.0 is that a powerful message can really come alive across all the sites and platforms out there. So powerful can be the impact of an honest and heartfelt message that you will be hard pressed to manage the responses that start pouring in.

Donor management software is somewhat akin to CRM software in that it helps analyze constituent behavior. It also helps understand donation cycles and thereby decide the right time to make a pitch for a given cause. Using software you can plan where you wish to be in the future and then act accordingly.

The software can either be installed on your server or it can be a SaaS application. If you install the software on your premises then you are responsible for its upkeep and updating. A SaaS model means that there is less upfront cost but as time passes you will pay more for SaaS. Database management can be an issue; you need to have data with you, especially if it is sensitive data.

Your choice between CRM software and fundraising software and between on-premise and SaaS depends on several factors; the scale of your operation, present liquidity, growth plans, and technical know-how being some of the important ones. Pick what helps you develop relationships in a better way. In fact, the CRM industry is now beginning to view fundraising as another vertical just like real estate, medicine, finance, etc.

A SaaS model is good for organizations that wish to outsource data related to non-mission activities. With SaaS, a non-profit does not have to worry about a lot of technical stuff; all you need is high-speed internet connection. You cannot really be bothered about where the data is really parked so long as it is safe and easily accessible and fundraising work is not something that will suffer if the internet connectivity goes down once in a while. Just check how SaaS costs stack up against owning your own system in-house. Established organizations often have the space and means to have their own software in their premises; it works out cheaper for them. And of course, you have greater control on the data. Also with SaaS, if you miss a payment, you could be barred from accessing data plus you need to ensure that migration to another product happens smoothly and with a cost effective manner. The data should be exported in a format that is easy to decode.

Whatever the nature of the product, it should help you analyze data and hand you a degree of control in moving data from one place to another. It should help you gain insight; only then it is worth your money.

Fundraising has grown through leaps and bounds and is big business today; since fundraising depends a lot on relationships and managing databases to track burgeoning information is no longer easy. Selecting the right donor management software can have a huge positive influence on your fundraising efforts. The benefits include having information on your fingertips, easy access and distribution of information, uniform and current information, right information at the right time, easy updating of information, etc. All these features can make a big difference as they help you individualize your pitch for funds and tap the right donor in the right way at the right time. Not all donors are end-of-the year donors, some may prefer to give earlier, some have pet issues they care about, and some may choose to donate in kind rather than cash. It’s all about managing information in a proper way and a good donor management software lets you do just that.

The kind of package you use will matter only if you know that you’re going to use it; otherwise it’s a waste of money. Use software that can factor in all the different communication means you use to reach out to the donors – email, phone, snail mail, etc. Evaluate functions, features, and platforms. Cost considerations too.

A good database management system will integrate nicely into your existing information tracking system which may include excel sheets, PowerPoint, or Open Office.

The technology you use to help you with fundraising won’t drive your efforts; it will help you do so. It is a tool to make things easy, it won’t mean that you can sit back and rest easy. The software won’t do the donor cultivation or donor retention for you. Getting donors is always a battle against time and you will have to tweak the software to suit your setup; so check the software for customization. Look for modules and features that will help you run your fundraising operations in a more efficient manner.

Fundraising today is a rapidly evolving activity, one in which you can creatively supplement your income through activities such as raffles, lotteries, and many types of transactions. The role of the donor also changes; he can play a much more active role that goes beyond the philanthropic. Donor management software is not very different from CRM software that captures a lot of relevant information.

Online fundraising has developed in a big way and blogs have proven to be a great platform to reach out to a sympathetic audience. Charities and Non-profit organizations should seriously consider a blog as a tool for letting people know of their work and give them the option of donating online.

A blog offers several advantages; it is easy and cheap to maintain. In fact you can host your blog on a free platform like WordPress or Blogger. Your donor audience is not limited by any geographical constraints. It can be anywhere in the world; so long as it identifies with your cause there is a chance that it will donate.

Therefore it is important to reach out to your prospective donor audience. Know who they are and let them know that your organization exists.

Post content to your blog regularly and spread the word about it. Make use of social bookmarking services. Keep the content relevant and interesting. Weave in stories of human interest; maintain a conversational tone, inform people. Tell them about your successes and the tribulations that you have to face in times of a financial crunch. Also tell the readers about how they benefit if they donate to your cause; is there a tax benefit in it for the donors? Publish verifiable statistics and facts. You enhance the credibility of your efforts by doing so.

Remember that getting people to identify with your cause means that you are hoping for an emotional response from them; only if you succeed in tugging at their heart strings will they loosen their purse strings. To make that happen you should try to add images of the work you do. Also add audio and video testimonials of how your organization succeeded in making a difference to the lives of people.

Make it easy for people to donate online. Place links to payment gateways so that online payment can be carried out. Encourage other sites to display payment widgets so that visitors to those sites can also provide funds for your cause.

Use the blog to generate a list of emails. Start a newsletter. Gather a database of actual and potential donors. This information comes in handy when you plan to hold a bricks and mortar fundraiser. You can inform these online visitors to your site. A blog also serves as a medium for information and idea exchange with other like-minded organizations and individuals.

I remember when I was in school the strange variety of fundraisers that the school would have the students participate in. Of course we all know about candy bar sales (Just a quick side note to those that participate is candy bar sales – I was always the top sell in my school for one simple reason. I would look around my family for people with a sweet tooth and offer them “a box or two.” Try it. It works.) and we know about the magazine drive and so many other fundraising opportunities. Now I work in a school part time and I’m fascinated about the new types of fundraising that they take part in. One way is they made a “Fundraising / Support us” page on their website with affiliate offers. This is such a simple and effective way to get people to support your school. Another really simple school fundraiser that makes it easy for everyone to participate is recycling printer ink cartridges. This is effective because it costs nothing, there is no selling involved, and you were getting rid of the cartridges anyway. This is a truly effective fundraising method.

Fund raisers are a great way for your non-profit organization to generate revenue to pay for various expensive. Groups conduct fundraisers for lots of reason like paying for trips or team uniforms. Here are some of the most popular types of fund raisers by organizations:

• School Fund Raising
• Church Fund Raising
• Cheerleading Fund Raising
• Sports Team Fund Raising
• Elementary Fund Raising
• Political Fund Raising
• Charity Fund Raising

Here are some of the most popular types of fundraising ideas:

• Candy fund Raisers
• Cook Book Fund Raisers
• Candy Bar Fund Raisers
• Cookie Dough Fund Raisers

There are many great ways to raise funds for your team, school, or any organization.  It’s the best way to raise the money you need to have a great organization! Let us know if you would like to be connected with great fundraising companies that can get you started raising the funds you are looking to.

How would you like to get a FREE Amazon gift card? When you launch or re-launch an online magazine fundraising campaign and sell a minimum of 20 subscriptions between November 1st and December 31st, 2007, you will receive a $25 gift card for Amazon.com. If you sell 40 or more subscriptions you will receive a $50 gift card to spend at Amazon.com!

The Online Magazine Sales fundraising program is available for church groups, schools, scouts, sports teams, individuals, or anyone raising money for any cause. It’s really easy to start too. You just sign up online. Then you can shop for magazines for yourself and gift subscriptions for family and friends. The website makes it easy to tell your friends and family about it too so they can support your group. Then every month you’ll get a check for 40% commission on all sales!

You don’t have to be a registered non profit organization to do the Magazine Fundraiser. Anyone, even individuals, can do this. However, it is only available in the USA.

Find out more about the Online Magazine Fundraiser and start earning your Amazon bonus and 40% profit.

How would you like to get a FREE $25 Amazon gift certificate? That could buy a book, a DVD or two, or 25 music downloads! Now when you sign up for an Online Magazine Fundraiser and sell (or buy) at least 20 magazine subscriptions you’ll get that Amazon.com bonus!

This program is available for school groups, sports teams, individuals, or anyone raising money for any cause. It’s really easy to start too. You just sign up online. Then you can shop for magazines for yourself and gift subscriptions for family and friends. The website makes it easy to tell your friends and family about it too so they can support your group. Then every month you’ll get a check for 40% commission on all sales!

So back to the FREE Amazon Gift Certificate… When you launch or re-launch an online magazine fundraising campaign and sell a minimum of 20 subscriptions between November 1st and December 31st, 2007, you will receive a $25 gift certificate at Amazon.com. If you sell 40 or more subscriptions you will receive a $50 gift certificate at Amazon.com!

You don’t have to be a registered non profit organization to do the Magazine Fundraiser. Anyone, even individuals, can do this. However, it is only available in the USA.

Find out more about the Online Magazine Fundraiser and start earning your Amazon bonus and 40% profit.

Online fundraisers are becoming more and more popular as a way to bring in money for schools and charities. But how exactly do you set up an online fundraiser? Do you have to be a computer wiz to do this? Thankfully, no you don’t! It is actually very easy to set up an online fundraiser… just follow these three steps and you can have one set up in 30 minutes or less.

1. Choose an Online Fundraiser

There are basically three types of online fundraisers: online shopping, donations and auctions. Explore the different options available and consider which one(s) are best for your group.

1. Online shopping sites give your group cash back, or a commission, when someone buys something from an online store. These are the easiest online fundraisers that you can run.
   1. Promo Fundraising - get cash just for trying offers (like Netflix)
   2. Online Magazines - earn 40% profit on every magazine sold
   3. iGive - online mall with many stores
2. Direct donation systems are a way for your group to ask for monetary donations that directly support the group. There are several providers of this service. The one that I like the best is FirstGiving because it is easy to use and very flexible. Direct donations are really best for charities rather than public school groups.
3. Online auctions are a fun way to raise funds and people love auctions anyway. While you could use eBay, the best online auction site for schools and charities is cMarket. Auctions are the most time consuming of all of these online fundraising options, taking more time to plan and volunteers to run it.

2. Set Up Your Website

You do not even have to have your own website to run an online fundraiser; the companies that provide these will provide a special site for you! Each of these sites have a step by step online set up and most of them are pretty fast and easy too.

When you sign up for the online fundraiser just have the following information on hand since this is what they will ask for:

1. Your organization name (As it will appear on checks)
2. Mailing address
3. Phone number

3. Promote Your Online Fundraiser

While it’s pretty easy to get started with an online fundraiser, the most important part is promoting it to your group!

1. Email. Many of the providers mentioned above have built in email promotion tools which are a big help. You will need to send at least one email to everyone in your group, but more than one is really best. If your online fundraiser has a deadline, send an email the day it starts, once during the midpoint and another two days before the deadline. Ask your members to forward emails to their friends.
2. Your website. Many charities and schools have their own website. Promote your online fundraiser with a link and banner on your home page and in the sidebar of all of your pages. Make it a prominent feature on your website, not buried at the bottom of the page!
3. Blogs. Ask your supporters to blog about your online fundraiser. If your group has its own blog you can post periodic updates about the program. This is especially good for online auctions as you can blog about new items and what the “hot” auction items are.
4. Old fashioned promos. So the first three promotional tools listed here are online, but don’t forget “real world” promotions! Give flyers to your supporters, place phone calls and make announcements at your meetings.

Ready?

Now if you are still a bit unsure about online fundraising, just start with the online shopping programs because those are the easiest to start. Just be sure to publicize it as much as possible so that it has the best chance of success.

This article is an entry into The Writers Manifesto contest