Internet is non-profits’ future

By Shannon Wagner

It's obvious that the current economy has taken its toll on the business sector, and we all can feel how the economic downturn has affected our bank accounts personally. But what about the non-profit community? How are these organizations that rely on both area business contributions and individual donations navigating their way through this economic storm in order to continue providing essential services to the community?

Times have changed, and the ways people choose to raise and donate funds have changed as well. Organizations need to be more creative.

Businesses and individuals may no longer be in a position to sponsor a large-scale event as they did in the past, but most still want to make a contribution to their community and its well-being. Non-profits either no longer have the staff or budget, or never did, to do something like host a big-name speaker or put on a dinner.

Thus, the idea of Internet fundraising makes sense. It saves time and energy, not only for the non-profit organization, but for the donors as well.

Changes in technology and social habits have fueled the online fundraising trend. Everything is Internet-based and today most people of all generations are e-mail savvy. Social mediums such as Facebook, MySpace and Twitter make it easier for non-profits to connect with multiple potential donors at one time. Web-based fundraising is fast, easy and doesn't require a major time commitment from individual or corporate donors.

One example of this growing trend in fundraising is an upcoming online services auction hosted by MECCA here in Iowa City. The Give Hope Online Auction is currently being viewed by perspective donors at www.biddingforgood.com/meccaservices.

MECCA learned about BiddingForGood at a United Way gathering. The venue has been publicized by Oprah and the New York Times. MECCA Services is utilizing this forum for fundraising; but with a unique twist: the majority of items offered are services, donated from local businesses. This creates a “win-win'win” scenario. Donors get a better deal on things they would be buying anyway. The businesses get free publicity, driving new customers their way. And MECCA, the non-profit, benefits from the proceeds to help support their programs. The organization is also taking advantage of e-mail, Facebook, and online newsletters to get the word out and drive people to the Web site to bid through March 9.

As long as people are tweeting, newsgathering and banking on the Internet, online fundraising is here to stay.

Shannon Wagner is vice president, Community Affairs, for MECCA, Iowa City-based provider of substance-abuse and behavioral-health services.