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Online Fund raising

Studies are showing that 7 of 10 people donating to political campaigns over the Internet have never given to a campaign before. Why? While hard data is difficult to come by, we believe that the Internet is reaching a segment of the population that has become disenchanted with the political system, or simply has not had the time or inclination to become familiar with the issues. What is more, political donations over the Internet average $60 each, which is $25 more than the average donation given by traditional means.

The low cost of raising money on the Internet makes even small donations worthwhile. That's because the Internet allows campaigns to forgo expensive direct mail and reach potential donors and voters by e-mail and through Web sites. And even though most online fund-raising companies keep a percentage for themselves, campaigns can expect to bank 90 percent of what's raised -- far more than in the days of snail-mail solicitation.

In addition, the Internet allows campaigns to target a specific audience. And among the online public it's issues -- more than candidates and parties -- that are providing a stronger rallying point for potential donors, according to The New York Times. For example, the Sierra Club can opt to pitch only to voters who are concerned about forest harvesting. Or a candidate who backs a new golf course can solicit donations from only those voters who are sympathetic. In this way, the Internet is leveling the playing field between campaigns with money and access and those without.

Finally, early experiences with fund raising on the Internet show more participation among younger donors, who are going to be around longer. A September 1999 study by the Democratic consulting firm of Craver, Mathews, Smith and Co. found 25 percent of adults in the U.S. are involved in social issues and also use the Internet. And while traditionally, nearly two-thirds of donors topped age 60, the study found the average age of Internet activists is 42.

Pair that with the e-mail advantage of inexpensively targeting people who opt to participate in your Web site to receive a newsletter, updates or periodic messages and it's clear that fund raising has never been easier.

You can read more about online fund-raising below.

• Cheap Online Fundraising Is a Boon to Political Groups, The New York Times Nov. 23, 1999

• Candidates Try Asking for Money Via E-Mail, The New York Times, July 15, 1999

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