E‐relationship development strategy for the nonprofit fundraising professional

The potential for technology to enhance the capability of nonprofit organisations is one of today's hot topics both for nonprofit organisations and their potential service providers. Organisations are still in the initial stages of determining the most effective strategies for cultivating and managing online donor relationships and accepting online donations. This paper provides an online donor relationship methodology that will help nonprofits harness the power of e-mail and the Internet to cultivate and manage donor relationships. Also included is the summary of a study that shows how 14 well-known US nonprofits collect donations online. Copyright © 2001 Henry Stewart Publications