Over Easter, I had a chance to read The 8 Online Fundraising Changes You Must Make in 2010, an excellent e-book by Katya Andresen at Network for Good.

If you are looking for very practical tips in terms of techniques and best practices, you won’t be disappointed. But this guide is much deeper and richer than "tips."

For me, the special contribution Katya makes revolves around this observation:

"You can have a huge donate button on your home page – or a snazzy Facebook page – but that does not mean anyone is visiting or clicking. Unfortunately, a DonateNow button is not filled with donor-attracting potion and social networks aren’t magical money machines. They don’t work without great messaging, compelling engagement and marketing savvy. I fear we’ve gotten so enamored with the tools that are available – and the seeming ease of adopting them – that we are forgetting the hard thinking that has to go into making them work."

She’s absolutely right. And I would say the greatest insights she offers are about marketing — what makes for great messaging and compelling engagement.

Some clues:

Always put yourself in the shoes of your supporters — view the online experience you offer through their eyes. As Katya suggests: "Do a “walk” online and in the shoes of your donor at least once a quarter. It will surprise and perhaps horrify you. That’s okay. It will very quickly uncover where you are failing to make the donor feel amazing about his support of your organization – and supply the insight needed to improve the situation."

Empower your messengers — these days, people trust other people more than any other source: "You need to let other people – trusted people – speak for you. This is the year you must exit center stage. Change your messengers. It should not just be you out there online – it should be trusted leaders in your community, online thought leaders and your most ardent supporters."

Be profuse in your thanks to donors — prospective donors have more choices than ever (I’ll talk about that tomorrow): "These are tough times. The jobless rate is high. People are still pinching their pennies. They are getting barraged with appeals from nonprofits, and they are going to be increasingly critical and selective about where they are giving. And if you want to be top of mind, and you want to be the nonprofit that they aren’t going to reduce their donations to or stop giving to entirely, the way to do that is to differentiate yourself with your outreach and with your thanks."

All very sound marketing fundamentals, supported by plenty of examples and "how to" advice that will help you implement these principles online.

Indeed, I’ve broken all the environmental and digital rules and printed out my own copy of Katya’s guide.

We haven’t given an Agitator raise in awhile … Katya, you deserve one!

Tom