The best way to make the emotional connection is through online video. As the infrastructure of TV and the web come together nonprofits need to be thinking about their sites like it’s a channel. A PDF isn’t going to cut it.

There are some good example of nonprofit video at DoGooderTV. (http://www.dogooder.tv)

“Perhaps non-profits should re-define themselves as ‚Äúsocial entrepreneurs,‚Äù learning how to better support their cause through blogging, e-mail marketing, viral video, sponsorship opportunities, mobile marketing and other new, emerging technologies. Yes, and having a compelling, effective web site doesn‚Äôt hurt either. ”

I would encourage you, to visit A Grace Place’s website. Please forgive the “donate now” button’s incongruity, it was supplied by the vendor and is presently being redesigned. Other than that, and the need to update the blog more regularly (staff driven = time crunch), we’ve had a very positive response from our visitors. Once you’ve visited, consider this: our organization has been able to accomplish the website within the confines of an operating budget that directs 86.1% (FY08 budget) of all revenues to direct care. This only allows for 13.9% of our cost to be spent on administrative overhead, including fundraising & marketing.

We are working to drive individuals to the website, and our plans including more email marketing for that purpose. Our biggest obstacle has been that for almost 40 years, we were one of Richmond’s best kept secrets…it’s hard to have an audience when you don’t tell anyone you’re here! We’re also taking baby steps to incorporate social networking, viral fundraising, as well as podcasting & video content for our website.

I’m sure I had a point other than self-promotion. Oh! yeah – one of the hurdles in front of progressive minded staffers of NPO’s is that many of the CEO’s & senior managers view websites, online donations, even email as “new and emerging” – nevermind everything else that truly is new and emerging. I’m lucky – my CEO didn’t understand all of the concepts, but she was willing to trust her staff.

As for the rest of the NPO’s out there, there’s a familiar phrase: “money talks.” Too much of the NPO world is based on reaction not proaction, and unfortunately that tendancy results in “missing out on donations.” Thus, ironically, it is the donors and potential donors who need to step forward and say “If you want my money, this is what you need to do to reach me.”