A very CRM-ish article from PNN:
The true value of the Internet for any organization is in
creating and sustaining constituent relationships to ensure ongoing support.
This is achieved by implementing an online Constituent Relationship Management
(eCRM) strategy to involve constituents — especially donors — in more than
one activity so they can provide support for the organization in multiple ways
at different times. Consider the following factors when evaluating the overall
success of an organization’s online fundraising efforts.
- DRIVE ONLINE AND OFFLINE GIVING
- INCREASE DONOR LIFETIME VALUE
REDUCE COMMUNICATION AND FUNDRAISING COSTS
- SUPPORT MAJOR GIVING
ENCOURAGE CONTRIBUTIONS IN OTHER AREAS