New Online Fundraising Primer

The George Washington University Institute for Politics, Democracy & the Internet recently released The Political Consultant's Online Fundraising Primer, a handbook for political candidates and nonprofit organizations. The handbook advises campaign and organization fundraisers on how to use the Internet to effectively raise money online.

"This year, the presidential candidates have raised over $100 million on the Internet, most of it in small donations of $200 or less," said Carol C. Darr, director of the Institute. "The primer is designed to teach candidates and issues groups how to apply and adapt presidential online fundraising tactics for their own campaigns."

The primer contains advice from a panel of online fundraising experts and outlines successful fundraising strategies and tactics. The primer's recommendations include:

• The best days of the week, and times of the day, to send out online solicitations.
  
  
• How to make sure your fundraising appeal gets opened.
  
  
• How to write an e-mail solicitation, and how it differs from direct mail.
  
  
• How to integrate your online fundraising with your off-line operation.

The primer, based on up-to-date research and lessons learned from the 2004 campaign, also offers tips on fundraising through Web sites, Internet advertising and online events, as well as on cultivating donors and promoting issues online.