Online fundraising generally refers to using the internet to raise money for your organization. Websites, blogs, email marketing, search engine optimization, Facebook, tweets, etc. are just some ways that potential donors and supporters can learn about you online.
The links below provide tips to help your nonprofit raise funds effectively online.
Research shows that you can significantly raise contributions by being transparent online about what your nonprofit does, where your money goes and how you evaluate your work. You can do that by earning a Candid Seal of Transparency.
If you do plan to raise funds online, you need to know about the Charleston Principles, which are non-binding guidelines that the National Association of State Charity Officials created to help states develop their own regulations for online fundraising. The Association of Fundraising Professionals (AFP) summarizes them as follows:
"Organizations located outside of a particular state must register if they use their website to specifically target people in that state, or receive contributions from the state on a repeated and ongoing basis or a substantial basis through its website. The Principles don't specifically define "ongoing" or "substantial" -- that's left up to each individual state. Organizations should note that email solicitations automatically trigger registration requirements, just as a letter or fax would. What happens next with the Charleston Principles is currently unclear. States have not shown any special urgency to address this issue, but may begin to in the next couple of years."
Dive into this topic with Candid courses:
- Digital Storytelling: How to Engage and Activate Your Supporters Online
Learn how to strategically leverage digital storytelling via social media channels to activate your nonprofit organization’s existing and prospective supporters.
See also our related help articles:
- Can a nonprofit organization conduct fundraising activities in multiple states?
- What is crowdfunding?
Online Fundraising & Engagement Benchmarks
M+R Benchmarks
M+R publishes annual benchmarking statistics for online fundraising, digital ads, text messaging, email messaging, social media, and web engagement.
TechSoup is a nonprofit that helps fellow nonprofits and charities get the technology products and resources they need to operate at their full potential. Once registered and qualified with TechSoup, 501(c)(3) nonprofits can access donated and discounted products and services, including new software and high-quality refurbished hardware from over 50 partners like Microsoft, Adobe, Cisco, Intuit, and Symantec. Since 1987, TechSoup and its partners have saved the nonprofit sector over $3.75 billion in IT costs. TechSoup also offers IT consulting services, plus free learning resources including articles, blogs, webinars, and community forums led by expert hosts.
The Nonprofit Technology Network (NTEN)
NTEN is the membership organization of nonprofit technology professionals. Its members and community share the common goal of helping nonprofits use all aspects of technology more effectively. NTEN creates industry-specific research, benchmarks, and real-world case studies that showcase the depth and breadth of technology’s potential to support nonprofit organizations of all sizes and cause areas. Both nonprofit staff and technology service providers connect through NTEN’s premier event, the Nonprofit Technology Conference, engage year-round in tailored educational programs and community events on and offline, and find inspiration in NTEN's popular publication, the NTEN: Change journal.
Charleston Principles
National Association of State Charity Officials (NASCO)
Organizations located outside of a particular state must register if their fundraising efforts specifically target people in that state, or if they receive contributions from the state on a substantial, repeated and/or ongoing basis.
Fundraising Technology Resources
Robert L. Weiner Consulting
Includes links to articles and resources about donor databases, email marketing, online fundraising, spam avoidance, technology planning, and related issues.
Nonprofit Technology Learning Center
Tech Impact
Provides Consumer Reports-style reviews, articles, product comparisons, recommendations, case studies, and news about software of interest to nonprofits.
A social media and online communications blog for nonprofits by Heather Mansfield, author of Social Media for Social Good and Mobile for Good.