Three Steps to Successful Donor Development Over The Web
David Bolthouse, president of The Envoy Group, was the chief strategist for the highly successful Presidential Prayer Team project, which attracted 3 million email prayer partners for President Bush in just 600 days. David shares his three steps to help you maximize your ministry's donor development efforts using the Internet.
Step 1: Use the immediacy of the Internet for communications. Old or outdated information sent via the Internet is like getting the newspaper a week late. It's useless to the individual. When using a fast medium like the Internet, make last-minute changes to make sure it is as fresh and up-to-date as possible. Throw in the latest news. People on the Internet are news and information junkies. They thrive on it, and it also becomes "viral" for you. In other words, they'll pass on your message to others, and that's the real power of the Internet. If they find your emails are irrelevant, they'll pass your message over the next time you send it.
Don't abuse the immediacy of the Internet. Sending too many emails is never a good idea. We usually say that 3 emails in a two-week period is the maximum. After that, people begin opting out in droves. As in any communication, make sure you have something important to say. If you don't, then don't send it.
Step 2: Use the worldwide breadth of the Internet for acquiring names. Did you know that 80% of Internet traffic is originated through searches of "key words" on search engines (Overture, Google, Ask Jeeves, etc.)? So how can your Web site be included in the top tier of the results of those searches? Such can be accomplished through a solid knowledge of how the search engines really work, or through utilizing the expertise of a new consulting industry called Search Engine Optimizers (see SEMPO.org). This industry has risen out of standardization on the part of the search engines, which makes rules of placement more predictable (though not always reliable).
Optimizing your Web site to ensure it is placed in the top ten results for the search terms or key words you deem most important, and doing so for each of the hundreds of search engines that are out there, is the best possible way to open the door to Web browsers from all over the world. Don't try to fool anyone by using an erroneous key word just to generate traffic, since that can get you black-listed by the search engines.
Step 3: Use the power of the Internet to build unexpected income. The most obvious way to generate income off the Internet is through sales or donations. However, there are exceptional ways to generate income simply by giving your online users the opportunity to click through to other good sites. The industry of affiliate income from the Internet has come of age after years of being stuck in the muck. Groups like Commission Junction act as mediators for Web sites like yours. You can gain commissions from simply recommending a good product or including an ad banner.
The variety of affiliate programs is staggering and includes opportunities like gaining a commission for each World Vision child sponsorship gained through your Web site. Or you can earn up to 30% on each sale through a Christian bookstore customized to your web site (see www.spreadtheword.com). Or, you can run your product or service through an affiliate program managed by one of these groups and literally thousands of Web sites will quickly begin promoting it–increasing your exposure a hundred fold or more. Check out Commission Junction at www.CJ.com or Linkshare at www.linkshare.com.
Source: Money for Ministry newsletter; www.moneyforministry.com; Hundreds of proven fundraising and marketing ideas from other faith-based organizations worth thousands of dollars to your organization.
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