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ERIC Number: EJ925463
Record Type: Journal
Publication Date: 2009-Apr
Pages: 4
Abstractor: ERIC
Reference Count: 0
ISSN: ISSN-0748-478X
Weaving the Web into Your Campaign
Broman, Claudia
CURRENTS, v35 n4 p28-31 Apr 2009
Like anything else, there are good fundraising campaign Web sites and bad fundraising campaign Web sites. The author took a closer look at fundraising campaign sites to see if her intuitive judgments about these could be translated into a logical, research-supported set of best practices. She set up a study that gauged the ease of use and effectiveness of campaign Web sites. Along with reviewing Web sites of award-winning fundraising campaigns, she interviewed fundraisers who worked at the schools that won the awards and surveyed another group of fundraisers about what makes fundraising Web sites effective and easily navigable. Altogether, the author canvassed more than 35 college and university development professionals whose insights helped her outline the characteristics of campaign fundraising Web sites that look good and work well. Briefly, effective campaign Web sites have the following attributes: (1) They are no more than two clicks away from the homepage of the institution; (2) They focus on people, not buildings; and (3) Their branding is cohesive with the rest of the Web site and with the institution itself. This article presents some valuable insights about six major factors that contribute to a campaign Web site's success.
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Publication Type: Journal Articles; Reports - Descriptive
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A