Cybergifts - using the Internet in library fund-raising

Library Trends, Wntr, 2000 by Adam Corson-Finnerty

Pull

Fund-raising sites need to have pull. The more visitors, the more opportunities the library has to present gift options.

Some sites "pull" visitors because they are information-rich. For those concerned about human rights, Amnesty International can relate exactly what is going on in practically every country in the world and, if there are abuses, then describe exactly what an individual can do about it (http:// www.amnesty.org). For those concerned about cancer and who want to know about survival-rates and treatment options, then OncoLink is a good site (http://www.oncolink.org).

Some sites can pull visitors because they are product-rich. The Metropolitan Museum, with its upscale online shop, is an example. I happen to like neckties based on designs by M.C. Escher and William Morris, so I will go out of my way to find them and, happily, the Met currently has a Morris thistle tie that looks just right (http://metmuseum.org).

Some sites pull visitors because they are service-rich, enabling the visitor to accomplish a task online. A good example would be a digital library site, or any college Web site that allows prospective students the opportunity to apply online. Last summer, our family was delighted to discover that we could reserve a tent site at a tiny state campground in New Hampshire, at the last minute, and get an instant confirmation.

Another visitor attraction is entertainment. Some nonprofit sites include games, unique movie footage, contests, music, and online exhibitions. An example of an "entertainment" draw would be the Metropolitan Museum's site on its re-opened Greek Galleries. This site offers a "preview" of eighteen objects, views of the galleries, a timeline "illustrated with signal works of art," a map of the Mediterranean, and more. It is so alluring and so well done that I found it hard not to pause for an hour and dally there (see http://www.metmuseum.org/htmlfile/newexhib/greek/ greek1.htm).

The Metropolitan site almost "says it all" in terms of good design and clever strategy. Consider its bottom menu bar, which constantly offers the following options:

* Membership

* Calendar

* Collections

* Exhibitions

* Information

* News

* Education

* Store

* Home

The most important pull strategy is involvement. If an organization can involve its visitors and entice them to come back again and again, then the fund-raising effort is operating at a very new and unusual level. Simply put, supporters will be able to move from visitor, to participant, to member of your community. A loyal member of your community is the highest kind of gift prospect.

Online education is one example of involvement. People who take an online course will visit that site repeatedly. They will be asking questions, viewing resources, downloading class material, consulting with the teacher one-to-one, and engaging with their fellow classmates in meaningful chat. Well-organized and well-staffed online courses are perhaps the most powerful devices for "engaging" your members and friends.