By: Brian Walsh

(originally published on onPhilanthropy.com)

For more than a decade now, ePhilanthropy has been the rage among nonprofit organizations. During the concept’s infancy, many thought that fundraising over the Internet would herald a new era of cheap, easy, and profitable fundraising. Nonprofits, the theory went, would be able to dip their toe into the river of the New Economy and swim in the ocean of resulting donations.

Unfortunately, this initial excitement dissipated when many nonprofit organizations did not see the results they expected from their ePhilanthropy efforts. Evidently, many nonprofits thought that by simply adding a “donate now” button to their Website, they were opening themselves up to an unprecedented new fundraising source.

Now that ePhilanthropy has learned from its childhood mistakes and is growing up, it is time for nonprofits to take another look at its potential. A great place to start is the new guidebook, “Nonprofit Internet Strategies: Best Practices for Marketing, Communications, and Fundraising.”

Building upon extensive experience in the field, the book uses numerous case studies to examine what different nonprofits’ ePhilanthropy strategies got right – and what they got wrong. Recognizing that fundraising, especially online fundraising, can no longer stand apart from the rest of an organization’s efforts, “Nonprofit Internet Strategies” lays out clear guidelines for integrating offline activities with an organization’s online presence. Branding efforts, marketing strategies, constituent recruitment and retention, communication approaches – they all need to be effectively coordinated within any ePhilanthropy effort.

Edited by fundraising and ePhilanthropy experts Ted Hart, James Greenfield, and Michael Johnston, each chapter of “Nonprofit Internet Strategies” was written by a noted contributor. Since the book has been written for nonprofit professionals by nonprofit professionals, it is easy to read and easy to follow, avoiding overly-technical jargon. There are also helpful screen captures and diagrams to explain key concepts.

ePhilanthropy is still an emerging and evolving field; this book provides clear support for any organization looking for guidance amidst this confusion. Whether you are launching an online giving program, looking to increase your constituency base, hoping to carry important advocacy messages to a wider audience, or simply looking to expand your online presence, this is a helpful new resource.

“Nonprofit Internet Strategies” should not only be a handy everyday reference, but also can serve as a launch pad for further conversation and brainstorming by organizations. It is now clear that, while online fundraising did not immediately produce the windfall initially anticipated, it will continue to be an important, even critical, component of any nonprofit’s efforts. By incorporating approaches explained in this book, all nonprofits – whether large and well-established or smaller and short-staffed – can adopt and enhance effective ePhilanthropy programs.

The field of ePhilanthropy is evolving and many organizations are seeking answers to implementing online programs. This book offers great perspectives on how nonprofits can take advantage of technology to increase their effectiveness.

(Eve Fisher, Eden Web Consulting, M.S. Technical Communications)