| 7 |
Maintenance is Not Optional |
| | 
Trust your own common sense |
| | There are no dumb questions |
| | Take charge of your Internet campaign |
| | Is anyone minding the store? |
| | Do you need a programmer just to update text? |
| | Software that lets non-programmers edit Web pages |
| | Tips for high quality at low cost
|
| 8 |
End-to-End Database Solutions |
| |
Don't buy a do-it-yourself kit |
| |
The website must feed data directly into the database
The database must accept data directly from the site |
| |
Do you really need expensive database software? |
| |
Accept no substitutes |
| |
Why should you have the headaches? |
| | Just say "No" to bugs
|
| 9 |
Online and Offline Database Solutions |
| |
Benefits of traditional database software |
| | Benefits of instant-access Web databases |
| | Which one is best? |
| | How to choose a database software product |
| | Tips for developing a custom database |
| | Database trends for Campaign 2002 and beyond
|
| 10 |
Choosing an Online Fundraising System |
| |
Ask questions—it's your money! |
| | Online security: protection your donors deserve |
| | How to tell whether a page is secure |
| |
Look for "https" in the URL
Look for the LOCKED padlock icon
Look at the security certificate |
| | What about those "free" websites? |
| | Checks and credit cards each have advantages |
| | Special advantages of online checks |
| |
Keep more of your own money
Many donors cannot pay by credit card
Get immediate access to your funds
Ideal for telephone fundraising by your staff
Save time and money on data entry tasks |
| | Future trends in online fundraising
|
| 11 |
Secrets of Successful Online Fundraising |
| |
Give your donors a choice |
| | Reasons to encourage online donations |
| | Fundraising fundamentals apply |
| |
Do your homework
Create a budget
Assemble a team
Create materials
Set goals and timetables
Line up large "leadership" donations
Hold a kick-off event
Letters to friends of friends
Monitor progress
Keep in touch with your team
Celebrate your success
Thank your donors
Hold a post-mortem |
| | Tips for increasing contributions online |
| |
Don't hide your "Donate" button!
Keep it simple and easy
Adopt a privacy policy, post it, and take it seriously
Don't hide your website under a rock
Integrate offline and online efforts
Send regular fundraising emails
Keep your website content updated |
| | Pros and cons of banners and paid advertising |
| |
Banner ads as interruption marketing
Don't use your website as a commercial billboard
What kinds of Internet ads are available?
Promoting your site: Internet ads or television?
|
| 12 |
Recruiting Volunteers |
| |
Building grassroots support online |
| | Tips to improve volunteer recruitment |
| |
Stay on message
Create materials that volunteers can download
Provide an electoral map
Provide online volunteer information forms
Create incentives
Encourage viral marketing
Create opportunities for leadership
Create password-protected areas |
| | A word about supporter websites |
| |
Too much of a good thing?
Regulatory issues |
| | Play by the rules, but think outside the box
|
| 13 |
Online Media Relations |
| |
Encourage positive publicity |
| | Avoid bad publicity |
| | Create an online media kit |
| | Actively maintain your press contacts |
| | Remember that you control a global media outlet
|
| 14 |
Email and Newsletters |
| |
Permission Marketing vs. Interruption Marketing |
| | Friends emailing friends |
| | Email newsletters |
| | Email lists |
| | Developing your own email list |
| | Avoiding lawsuits over junk email ("spam") |
| | Newsgroups, chat rooms, and online conferences
|
| 15 |
Video and Audio Content |
| |
Provide files in several formats |
| | Use professional production standards |
| | Other ways to use new video technology |
| | Performance considerations for large campaigns |
| | Cross-media strategies for all campaigns
|
| 16 |
Managing the Online Campaign |
| |
Campaign staff intranets |
| | Do you need an intranet?
|
| 17 |
Negative Web Campaigning |
| |
Issues comparison versus personal attacks |
| | Parody sites |
| | Protecting your online identity
|
| 18 |
Get Out the Vote (GOTV) |
| |
Phone banks |
| |
Phone lists
Phone scripts |
| | Precinct walkers |
| | Mail blitzes |
| | Voter assistance |
| | Election Day activities
|
| 19 |
After the Election |
| |
Streamlining post-election tasks |
| | The permanent campaign |
| | The "undead" campaign |
| | Recent developments in post-election sites
|
| Appendix: Top Ten Web Blunders |
| |
1
Failure to register a sensible domain name |
| | 2 Campaigning online too little and too late |
| | 3 Putting up a site that makes you look bad |
| | 4 Not publicizing the site |
| | 5 Using a dead-end database solution |
| | 6 Not protecting data from resale by vendors |
| | 7 Insufficient control over online donations |
| | 8 Not responding to emails from supporters |
| | 9 Not updating content for press and public |
| | 10 Disconnect between online and offline
|
| Glossary |
| |
ACH Network
audio files
Automated Clearing House Network
broken link
browser-safe colors
browser
button bar
chat room
.com
cookie
counter
credit card account
cross-browser compatibility
cybersquatter
database
dedicated server
dial-up account
digital signature code
domain name
domain registration
download time
DSL
e-campaign
e-campaign manager
e-checks
e-commerce
electronic checks
electronic gateway
email alerts
email alias
email lists
email newsletter
email pledge form
encryption
end-to-end solution
fast page
file compression
Flash
form
frames
FTP
GIF
hacker
hosting account
hosting fee
HTML
http
https
insecure
interface
Internet
Internet Service Provider
|
intranet
IP address
ISP
JPEG
kbps (or kbs)
listserv
load time
maintenance
merchant credit card account
meta tags
monitor resolution
navigation bar
.net
newsgroup
offline fundraising
online checks
online fundraising
.org
parody site
PDF
permission campaigning
piecemeal solution
pointing
pooled merchant account
portal
privacy policy
search engine
secure server
Secure Sockets Layer (SSL)
server
server-side include
setup fee
site map
spam
SSI
SSL
streaming media
turnkey solution
UPS
URL
usability
validation
video files
viral campaigning
virus
Web hosting account
Web page
website
webmaster
Web-safe colors
.
www
World Wide Web
|
|
| Index |
