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Alli Williams: The Essentials of Online Fundraising

Raising money for a cause can be difficult if you don’t have the right tools. The medium of online fundraising is an ever growing area, and there are a few things to keep in mind when embarking on an online fundraising public relations campaign.

The first essential component to an online fundraising public relations campaign is to establish a goal. When donors and organizations have a clear goal in mind, it’s easier to raise funds to meet that goal. Goal setting also gives the organization a quantifiable metric to compare results. What gets measured can always be duplicated or improved, so the efforts for next time can be that much more effective.

The first step to a successful public relations email campaign is to create a database of potential donors and other individuals who would be interested in your cause. The most likely source for this are the people who interact with your product or service daily, either through your website, your social media pages, or in person. Once you have a strong database, you can get to work on crafting your public relations email campaign.

No matter what type of media you use to share your donation page, the most important tip to keep in mind is to simplify your call to action. You want to be able to find a common ground with your donors, and you also want them to get a clear message of what exactly they are donating to. Rather than simply donating to your organization, let contributors know that they are donating to a cause or to a common ally – or sometimes donating against a common enemy. When you find what triggers a donor’s passion, they will be more likely to donate to that passion rather than simply donate to your organization.

Finally, always remember to thank your contributors. Whether a phone call, email message, or hand written letter, your donor will feel recognized that they did something to help you, and will be that much more inclined to donate to your organization again in the future. This personal connection with your donor will help them to feel much more involved in your organization as a whole, rather than just a name and credit card on file.

Online fundraising has become a key part of every campaign, and is a fantastic source for raising money for your group or cause. With effective planning, proper tools, and measurable metrics in mind, you will be well on your way to reaching your goal and creating a successful campaign.

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