Fund Raising

The Web Bake Sale

It Would Be Nice

Fund raising has never been easy. The act of asking carries a threat of rejection that spurs reluctance even in the most fervent requestor. And the logistics are usually bad -- the newsletter has to go out just when there's a line at the copier, and the community yard sale overlaps with tornado warnings.

In spite of the difficulties, the dedication and spirit of fund raisers make events successful again and again. People in need are served and causes move forward. It would be nice if the whole process was easier.

Enter the Internet

Help is surfacing from an unexpected place -- the Internet. Although the Internet and e-mail have become common for passing the word on charity events, they have not realized their potential as a source of income.

For example:

Intuitively, it felt like the surge of technology could be doing more for good causes. All that power, and it was largely focused on the business community. That's about to change -- big time.

Here's the reason. Internet businesses are no longer tied to a traditional sales force, and as a result, many are offering commissions to anyone who refers their products. They are happy to rechannel overhead and sales expenses to otherwise regular Internet users. In the long run, it saves them money.

These sales are down to earth -- they don't involve cars or real estate. It's mostly everyday products, like books, tapes, and electronics. This means that the business is wide open, and that translates into revenue opportunities for anyone with a Web site. (If you don't have an active site, a couple of options are possible, so read on.)

Fund Raising Breaks the Mold

In reality, individuals have a difficult time making a living from these commission structures. No matter how good the product is, generating contacts takes a lot of leg work. Fund raising efforts, however, add the missing ingredient -- large groups whose members who are willing to take actions that benefit the cause. Combining a good cause and a reasonable product can produce serious cash.

The Numbers

Let's say, for example, that you make a book suggestion on your Web site, and as a result someone purchases that book from Amazon.com. If you are an associate (detailed in the next chapter), you become eligible for a 15% commission -- that's $3 on a $20 book!

Three dollars might not seem like much, but when you combine that with good size membership, the numbers add up. For a mid-sized organization with 200 members, a typical fund raising year might look like this:

That figure is conservative. If the associates buy records/tapes, computers, or technical books, that amount can double.

Most fund raisers simply are not aware of this potential.

For example:

The following chapters explain how to set up your own on-line bookstore and how it can be used for fund raising. In addition, other types of revenue generators will be presented, each with complete details on their installation and maintenance.

Mini-Example: References

On-line buying is also a convenience issue. Visiting all the bookstores in a ten mile radius turned up zero books on fund raising. Several store owners offered to order books from the publisher, at full price and with delivery in a couple of weeks.

An on-line book search, on the other hand, turned up solid discounts, overviews by the publisher, and a variety of user comments. Delivery was promised in 2-3 days.

It's better for everyone involved.

Here's a few fund raising book suggestions and a sample of the Amazon.com connection.

Art of Planned Giving: Understanding Donors and the Culture of Giving by Douglas E. White. John Wiley & Sons, 1998.

The Fund Raiser's Guide to the Internet by Michael Johnston. John Wiley & Sons, 1998.

Achieving Excellence in Fund Raising: A Comprehensive Guide to Principles, Strategies, and Methods by Henry A. Rosso. Jossey-Bass Publishers, 1991.