Structural Changes in Online Fundraising

Benjamin Katz and Mark Rackers wrote a “how to” on successful campaign fundraising in the modern era on behalf of their company. In this article, they discuss the newfound closeness between the candidate and the supporter. They suggest that campaigns send out a weekly newsletter and a personalized letter less often to direct the recipient towards sites with more info and places where they can donate. Another web difference between campaigning on the phone and through mail and campaigning online is in infrastructure and amount earned. In the past staff and volunteers called supporters and supporters pledged certain amounts. The actual amount the campaign would receive would often be less or none at all and would only transpire after follow-up calls. Online fundraising allows supporters to donate in response to a direct message or add from the candidate and the money deposited will go immediately in the campaigns account. For smaller campaigns there are even websites that will help campaigns set up a website to accept donations online, for a service charge or course.