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The PayPal Official Insider Guide to Online Fundraising by Jon Ann Lindsey

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7. Fundraising Beyond the Homepage

Legal and IRS compliance? Check.

Inviting homepage with fresh content? Check.

Clean, easy-to-use Donate page? Check.

When you’re satisfied that those top priorities are in tip-top shape, that’s a sign that you’re ready to turn your attention to the next phases of fundraising: email campaigns and some carefully chosen direct mailings to bolster your online efforts.

Either of these elements can become quite involved for even medium-size nonprofits. We’ll outline a scaled-back plan that’s more manageable for small shops.

Email: Versatile and Valuable

Email has a lot going for it as a fundraising tool. It’s a personal, informal medium that most people are comfortable using. For nonprofits, it’s an inexpensive way ...

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