Online Technologies for Fundraising:  Smaller Nonprofits

By Alia Ott and Jamey Frank

 

How to select the right tools to meet your organization’s needs.

Knowing where to start when implementing new technology can be a challenge, however, careful planning can save you both time and money in the long run.  By clearly defining your goals and priorities, as well as asking important questions of staff and potential tool providers, your organization is well on its way to building a system that will enhance its fundraising potential.

 

Goals

  • Clearly define what you want to accomplish (short term and long term goals)
  • Discuss objectives with team and get buy-in from staff and management (include those who will be using and implementing the tools, such as your fundraising, development and technology staff)
  • Remember, the tools you select should enhance existing workflow and make fundraising efforts more efficient, not add further complications and excessive costs.

 

Features

  • Define the desired features that will accomplish your goals
  • Determine functionality that will make processes more efficient
  • Create a list of prioritized requirements, and a progressive plan for additions of upgrades.
  • Make sure new functionality is safe, secure and has good privacy standards.
  • Be adaptive – understand the trade-off between system capabilities and existing organizational business rules.

 

End Users

  • Decide who will be using the tools (both administrative and end-user)
  • Evaluate what skills are required to set up and maintain the tools
  • Weigh cost/benefit of outsourcing vs. in-house development
  • If the tools require new skills or present a learning curve, consider time for training

 

Costs

  • Evaluate all costs associated with desired functionality including
  • Determine total cost of ownership and define budget
  • Project future budgets, expansion of online features, future fundraising expectations.

 

Questions to ask vendors

Asking the right sort of questions when evaluating potential vendors will help you better understand the technology offered and guide your decision-making process.  Below are some sample questions you may want to ask providers.

 

Email

·         Does the tool offer scheduled communications?

·         Does the tool send text and html formats?  Can it allow for users’ preference between newsletter formats?

·         How does email registration form integrate into existing website or email list servs?

·         Is there reporting to show views, click-thru totals, etc.?

·         Are lists easy to import/export, store and segment lists?

·         Are there templates or an application to help design emails?

·         Does the tool allow personalization of to, from and subject line?

·         Is it easy for user to subscribe and unsubscribe?

·         Is it capable of bounce handling?

·         Is ad-hoc querying easily done?

 

Questions to ask vendors, cont.

 

Donation Processing

·         Do we need our own merchant account?

·         Does the tool notify organization of donations?

·         How often does payout occur and by what method (ACH, Check)?

·         Are donation pages customizable?  Will the process look seamless?

·         How are receipting and acknowledgements handled? 

·         Can you send customizable thank you messages?

·         What payment types are accepted? (credit card, online check, etc.)

·         Does the tool store and display donor data? Can it be downloaded?

·         Are all donations stored in secure, encrypted environment?

·         Does the tool allow recurring donations?

·         Does the tool process “non-donation” items & event registration?

·         Is there Customer Support available to donors and users?

·         Are accountants’ and auditors’ needs met?

 

Technical

·         Does the tool require technical knowledge to implement?

·         What amount of technical support is provided by vendor?

·         Is it compatible with existing database/software/browser/OS?

·         Is your existing hardware sufficient?

·         Can the application be customized to suit your needs or website’s look & feel?

·         Will it require technical expertise to support continued use?

·         Does the provider offer training and technical customer support?

·         How reliable is the system?  Consider uptime & stability.

·         Where is the data stored? Who owns it?

·         Can the tool host your entire website content?

·         Obtain technical staff recommendations from sister agencies.

 

Time

·         How long will it take to implement tools?

·         How much time should be designated to learning the tools?

·         How much administration time will it take to use the tool?

 

Costs

·         Monthly & Setup Fees

·         Usage & Processing Fees

·         Customization or design costs

·         Other “hidden” costs – e.g. purchasing additional hardware, licensing fees, staffing

·         Does cost of ownership exceed benefits?

 

Other

·         Does the ASP allow a hands-on test of its system, at customer’s own pace, and for how long?

·         Are there examples or demonstration of how it will work?

·         Is there good documentation on instructions?

·         What are the contract requirements?  Does it require exclusivity?

·         What kind of customer support is offered and during what hours?

·         Review Privacy & Security Policies

·         Get references from other users, at organizations of similar size and mission.

 

 

Helpful Resources

The following websites offer useful tips and resources for learning more about how you can leverage the internet and online tools to achieve your fundraising goals.

 

Articles & How-To Guides

·         Network for Good’s Nonprofit homepage (www.networkforgood.org/npo).  You may particularly find past issues of our monthly newsletter of use.

·         Dot Org Media (www.dotorgmedia.org)

·         GroundSpring’s Learning Center (www.groundspring.org/learningcenter/)

·         TechSoup’s How-To section (www.techsoup.org/howto)

·         Alder Consulting “Technology on a Shoestring” Articles (www.Alderconsulting.com/resources.html)

·         Affinity Resources (www.affinityresources.com)

 

Discount Hardware & Software

·         TechFoundation’s Tech Marketplace (www.techfoundation.org)

·         TechSoup Stock (www.techsoup.org/stock/)

 

Resources & Community

·         TechFinder (www.techfinder.org)

·         Compass Point (www.compasspoint.org/)

·         Charity Channel (www.charitychannel.com)

·         N-TEN (www.nten.org)

·         Nonprofit Matrix (www.nonprofitmatrix.com)