May 26, 2005 | Read Time: 1 minute
Nonprofit Internet Strategies: Best Practices for Marketing, Communications, and Fundraising
by Ted Hart, James M. Greenfield, and Michael Johnston
This collection of essays provides nonprofit organizations with advice for using the Internet to meet their needs. A diverse group of contributors from the technology, nonprofit, and communications fields offer an array of techniques through which a charity can raise money, elevate its profile, and advance its mission.
The authors describe, in layman’s language, how to integrate online fund raising with such traditional marketing tools as direct mail and telemarketing. They show how the Web can assist with annual giving, planned giving, and grant seeking. They offer information on using Web communications to inspire donors and conduct research on potential contributors.
Chapters provide tips on how the Internet can create volunteering opportunities, get people talking about a charity’s cause, and build relationships with supporters. Other techniques include ways to ensure that search engines recognize a charity’s Web site, and how to use databases that are available online.
The contributors say that nonprofit groups should hire professional staff members to run their online operations. They also survey the legal concerns and privacy issues that surround the use of the Internet, and describe how charities can evaluate their success in using the Web.
Publisher: John Wiley & Sons, 111 River Street, Hoboken, N.J. 07030; (877) 762-2974; http://www.wiley.com; 345 pages; $39.95; ISBN 0-471-69188-7.
