2002-11-08

Exploring Online Fundraising for Nonprofit Arts Organizations

Since the mid-1990's, nonprofit organizations have been aware of the potential income opportunities that the Web promises. With recent developments in e-commerce and the fast pace of Internet growth, people are becoming more ready to donate online. The most stunning example is $1.2 million in online gifts for Balkan Relief, from more than 9,000 donors received by the Red Cross in the first half of 1999.

Rapid adoption of the Internet is creating a universe of potential online donors that is, according to a recently published study by CMS Interactive, "vast and largely untapped." These technology-savvy donors tend to be professional, affluent, and younger, which makes them attractive to many nonprofit arts organizations. Of those Internet users who are likely to make a donation online, 52% have purchased a product or service over the Internet, making online ticket buyers ripe prospects for online giving.

By Beth Kanter, ArtsWire Education Coordinator
http://www.idealist.org/beth.html