Fundraising on the Internet: The ePhilanthropy-Foundation.Org's Guide to Success Online

Even before the atrocities of 9/11, the nonprofit world was in need of a single source of pragmatic perspective and advice on the sometimes bewildering world of the Internet — told not from a single author's perspective, but from the viewpoint of the acknowledged leaders in the nonprofit online world. Created to fill that gap, Fundraising on the Internet has taken on central importance as nonprofit organizations large and small grapple with the apparent sea change wrought by the events of 9/11.

In an interview in early November, two of its editors, Ted Hart of ePhilanthropyFoundation.Org and Nick Allen of donordigital.com, confirmed that now, more than ever, nonprofit managers need to understand both the big picture and enough of the details to integrate their organizations’ online presence with other facets of their development programs. Indeed, in a nod to the new realities, Hart indicated that a supplement is already in the works to cover the implications of 9/11 to online philanthropy.

What’s remarkable about this book is its breadth. I wouldn’t recommend that the reader read it from cover to cover (well, okay, I did, but I’m odd that way); rather, scan the various chapters and read what’s relevant to your organization. Interested in e-mail campaigns or e-newsletters? There’s a chapter on that. Challenged by managing donor records? There’s a chapter called "Managing Donor Data Online," by Jay B. Love, another called "ePhilanthropy and Donor Management Systems," by Shaun Sullivan, and yet another called "Faster, Cheaper, Better: Internet Outsourcing to Boost Your Online Presence," by George Irish and Ken Weber.

The Internet is a visual medium, and the book does a good job in providing large, readable screen shots to illustrate the points of the various chapters. I like that. Okay, I do have a tiny quibble: the screen shots are black and white and therefore miss some of the impact that colorful Web pages provide. But, on the other hand, the book is priced affordably at $29 U.S. and $40.50 Canadian — which brings it within reach of thousands of nonprofit professionals. At that price, so what if the screenshots are black and white? Heck, I can always use my Web browser if I want to see the color versions anyway.

To give you a full idea of the subjects covered and their usefulness to any nonprofit serious about its online presence, here are the chapter titles:

Part One: The Big Picture

1. Building Trust Online, by Ted Hart and Michael Johnston

2. The Ethics of Online Fundraising, by Lisa Aramony

3. The Emerging Gold Standard of Integrated Fundraising, by Mal Warwick

4. Promoting Your Organization Online, by Michael Cervino

5. Evaluating Online Fundraising Success, by Michael Johnston

6. Regulating Online Fundraising, by Michael Johnston

Part Two: Online Fundraising Fundamentals

7. Recruiting New Donors Online, by Nick Allen

8. Renewing Donors Online, by Brian Murrow

9. E-Mail Campaigns and E-Newsletters, by Tom Watson

10. Managing Special Events Online, by Aleta Jeffress and Phil Richmond

11. Donor-Advised Funds Online, by Eric Lee Smith

12. Online Strategies for Foundations

13. Using the Internet for Planned Giving, by Lee Hoffman and Ted Hart

Part Three: Technology and Your Organization

14. Electronic Prospect Research, by Jim McGee and Ted Hart

15. Recruiting, Retaining, and Organizing Volunteers Online, by John Parke and Ted Hart

16. Raising Money Online for Multilevel Organizations, by Alison Li

Part Four: Tapping Into Outside Resources

17. Managing Donor Data Online, by Jay B. Love

18. ePhilanthropy and Donor Management Systems, by Shaun Sullivan

19. Faster, Cheaper, Better: Internet Outsourcing to Boost Your Online Presence, by George Irish and Ken Weber

Part Five: Beyond Basics

20. Web Site Content: Keep Them Coming Back, by Laura Kujawski

21. Dos and Don’ts of Web Design, by Shirley Sexton and Steve Love

22. Viral Marketing, by Eric Lee Smith

23. How Nonprofits Can Harness Technology to Build One-to-One Relationships, by Shirley Sexton

24. New Paths to Giving Through Charity Portals, by George Irish

25. Building Your Base Through Advocacy Campaigns, by Michael Stein

Case Studies

1. Comic Relieve: Red Nose Day, by Graham Francis

2. Harvard and Wake Forest Universities, by Todd Cohen

3. The Heifer Project International, by Commerce One

4. Stanford University, by Jerold Pearson

Resources

A. ePhilanthropy Code of Ethical Online Philanthropic Practices, by ePhilanthropyFoundation.Org

B. Ten Rules of ePhilanthropy Every Nonprofit Should Know, by ePhilanthropyFoundation.Org

C. Web Hosting, by Ken Weber and George Irish

D. Tips for Creating Effective Vendor Contracts, by Ken Weber and George Irish

E. APRA Code of Ethics, by Association of Professional Researchers for Advancement

F. Using E-Mail Effectively, by ePhilanthropyFoundation.Org

G. The Gilbert E-Mail Manifesto, by Michael Gilbert

ePhilanthropy Foundation’s Glossary of Term

Index