The core of any thriving charity is a robust fundraising system. The concepts behind successful non-profit fundraising are similar to marketing concepts in the world of big business. For-profit companies are embracing online promotional techniques and the non-profit world must join them. Programs such as online fundraising are vital for success in today's interconnected world.

Keep Donors Informed with Newsletters

Charities have long known the power of newsletters. They keep donors and potential donors informed of the good works your organizations does. People see your successes and better identify with personal stories of the people you've helped.

Newsletters also remind people in a non-intrusive way to donate. While direct appeals for contributions are still important, newsletters provide a subtler giving message. People who have become inured to ignoring organizations with their hands out are open to the messages in informational newsletters.

Both emailed and printed newsletters are valuable. Email is generally cheaper to distribute but also easier to ignore. They have to run the gauntlet of anti-spam software that may toss them in the garbage before donors see them. Printed newsletters make a stronger impression at a higher cost.

Build a Web Presence

A professionally designed website is an essential part of online fundraising. Even a simple site of a few pages allows people to find out about your organization any time of the day or night. Advocates of your cause are better able to inform others of your positive actions when they can refer people to your site for more information.

Ideally, your site should accept online donations. You want to make the giving process as easy and transparent as possible. If a donor has to take time to write a check, put it in an envelope then search for a stamp it becomes easy to get distracted or find other uses for the money. An online donation made with a simple click and a credit card number allows the "impulse purchase" that leads to greater donations.

The Importance of Social Networking

Today's online fundraising strategies are nothing like they were ten years ago. New technologies have turned the internet from a collection of static pages to a dynamic communication medium. The best online charity fundraising plan does more than just accept donations at a website.

The traditional online fundraising strategy is limited. The non-profit sends information to donors and donors send money back. Communication is limited and often the donors don't get any sense of what their donations are doing.

Social networking sites like Facebook or Twitter change the relationship between charity and donor. The two-way dialogue these technologies allow does more than connect charities with the funds they need. It builds an enthusiastic community of interested members and makes it easy to expand that community to populations that may not be familiar with your work.

A comprehensive online fundraising program can be a lot of work but can also send a charity's funds through the roof.