|
Detailed
Course Syllabus
Week
1: The Many Ways of Online Fundraising
-
Online Fundraising overview
- ePhilanthropyFoundation
10 rules of online philanthropy
- ePhilanthropyFoundation
Code of Ethics for online fundraising
- The
many forms of online fundraising:
- Direct
Donations
-
Pledges
- Online
Shopping Malls
- Online
Auctions
- Giving
portals
- Planned
Giving
- Case
Studies -- effective onilne fundraising
Week
2: Making it work online
-
The Online Reply Device
-
Basic Elements
-
Gift Array
-
Shaping the Appeal
-
Premiums
-
Interactivity
-
Methods of Payment
-
Follow-up
-
Outsourcing
- Working
with Application Service Providers
[ASP] and Donation/Shopping Portals
Week
3: The Marketing is the Message
- Broadcasting
vs. Narrowcasting
- Marketing
Strategies
- Search
Engines
- Banners
(Paid & Free)
- Email
- Mailing
lists / Discussion Groups
- Reciprocal
Linking
- Viral
Marketing
- Online
Campaigns
- Landing
Pages
- Lead
Generation tactics
- How
to design a campaign website
- How
to write an email appeal
Week
4: Online Donor Stewardship & Fundraising
Integration
- Donor
stewardship using the Internet
- building/rewarding
loyalty
- e-Renewals
- online
donor management systems
-
Integrated
Fundraising
- The
case for integrated fundraising
- Direct
mail to Online Giving
- Direct
Response TV to Online Giving
|
