From Web Site Visitor to Online Contributor: Three Internet Fundraising Techniques for Nonprofits

Nonprofit organizations are facing financial conditions that are perhaps the worst in the last three decades. Federal funding for social services is expected to stay flat or decrease (Calmes, 2010). States are experiencing revenue shortfalls that average nearly 12% less in 2009 than in 2008 (Pew Center on the States, 2009). Foundation funding has fallen (Foundation Center, 2009). Finally, individual giving to organizations that work with the poor has decreased (Center on Philanthropy, 2009). Because each of the ways that nonprofit organizations have traditionally raised funds is becoming less productive, alternative means of raising funds should be explored. This article presents three techniques derived from for-profit Internet marketing efforts that are promising additions to current efforts by nonprofits. Here, affiliate marketing, online donations and memberships, and information products are defined and discussed in turn. Adapted from the source document.