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Nonprofit internet strategies phần 6

Chuyển đổi một cử tri tham gia vào một vị bầu cử được huy động có lẽ là khía cạnh khó khăn nhất của quá trình xây dựng cộng đồng. Vào giai đoạn này của phát triển, một tổ chức đã thuyết phục cá nhân không liên kết tham gia | 166 INTRODUCTION TO BUILDING AN INTEGRATED FUNDRAISING STRATEGY EXHIBIT 13.2 Growth Rate in Users over 65 Age Group October 2002 October 2003 Growth 65 7 642 000 9 554 000 25 Source Nielson NetRatings The purpose of examining this 65 audience is again to reinforce that the Internet is not going away. Users of all types are online and the numbers are growing. From the youngest child to the seniors the use of the Internet is more and more pervasive every month. The growth in this audience is good news. Although this doesn t ensure that your aging donor file is rushing online it signals an evolution that will continue to play a role in what effect online initiatives can have for your whole file. Exhibit 13.2 shows the increase in usage just in the years 2002 to 2003. THE ONLINE EXPERIENCE For many organizations there are a variety of ways individuals interact or are involved. Volunteers activists and donors all play a vital role in helping organizations achieve their mission. They are not all the same in age mindset financial status and other key areas so it would be a mistake to try and treat them in a one-size-fits-all approach. Too often nonprofits fall into the trap that any organization could that is the inability to understand your audience s needs or leveraging what you already know about them. By projecting the internal bias of the internally focused perspective it becomes difficult to provide communications and infrastructure based on the needs of the site visitor donor or prospect. Exhibit 13.3 illustrates how this reality can manifest itself and therefore cause missed opportunities for connecting your donors and visitors to the site. This should not be viewed in only the terms of the Internet but all communications. Although all organizations are different the mindset of why people give to particular organizations is becoming increasingly competitive. Therefore nothing should be taken for granted. The most significant disconnect in this chart falls in the .