First comes committing to cause-related marketing -- easier said than done when you consider the competition for corporate fundraising can be fierce and that the charity close
to the CEO's heart doesn't necessarily get the rank-and-file excited. But once the company does settle on a fundraising strategy, the Web should be a key component to getting out
that particular message, according to a new study. In a survey of visitors to the Atlantic Monthly Online, Mindshare Internet Campaigns found that news stories published online
affect fundraising efforts, with positive stories improving the likelihood of someone giving online and negative stories reducing the likelihood of giving online. The study, which
was conducted during a two-week period this summer, investigated how readers rely on and responded to online information and outreach. The study targeted a highly educated crowd.
Some results might help guide an organization's online communications strategy:
- 22% of respondents said their contribution would be greater if given online. No respondents who listed themselves as likely or very likely to give online said their
contribution would be less than offline - Nearly 60% of respondents looked forward to receiving new e-mails from groups on a daily or weekly basis
- 55% of respondents reported they forward articles and other information to their friends, family and colleagues, when they believe it is relevant