Can Nonprofits Profit On the Web? New Holiday Report Says OnLine Charities Aren't Leveraging Power of the Web.STAMFORD, Conn.--(BUSINESS WIRE)--Dec. 17, 1999-- If you sent a donation to your favorite charity last month and then logged on to its Web site this month, chances are you would be recognized as just another first-time visitor. According to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. a first-ever survey "How Nonprofits Can Profit on the Web" conducted by strategic marketing firm Peppers and Rogers Group The Rogers Group is a Mauritius-based conglomerate. The Group has a portfolio with interests in sectors such as aviation and tourism, logistics, financial services, distribution and industrials. The Group employs almost 3,000 people. , most nonprofit organizations Nonprofit Organization An association that is given tax-free status. Donations to a non-profit organization are often tax deductible as well. Notes: Examples of non-profit organizations are charities, hospitals and schools. are not taking advantage of the powerful technology of the Web. In today's Interactive Age, enterprises of all sizes in all industries must learn how to leverage the unique personalization Custom tailoring information to the individual. On the Web, personalization means returning a page that has been customized for the user, taking into consideration that person's habits and preferences. tools of the Internet to establish their credibility and gain the trust of their visitors. This ability is most critical to charity-based groups which depend on the loyalty of repeat donors. Because it is the holiday season and consumers and corporations alike are being bombarded with donation pleas from charitable organizations This article is about charitable organizations. For other uses of the word charity, see Charity. A charitable organization (also known as a charity) is an organization with charitable purposes only. around the world, Peppers and Rogers Group conducted this review of nonprofit A corporation or an association that conducts business for the benefit of the general public without shareholders and without a profit motive. Nonprofits are also called not-for-profit corporations. Nonprofit corporations are created according to state law. , charity-based Web sites to see how they were doing online. How Nonprofits Can Profit on the Web shows that most charitable Web sites are woefully woe·ful also wo·ful adj. 1. Affected by or full of woe; mournful. 2. Causing or involving woe. 3. Deplorably bad or wretched: behind their for-profit cousins. It highlights just how far behind nonprofit charity Web sites really are in using the enormous potential of the Internet to create long-lasting and loyal relationships with their constituencies. Among the findings, the report found that none of the 20 national and international nonprofit online charities reviewed recognize donors already in their offline databases. In addition, the survey found that: 70 percent of the charity Web sites reviewed wouldn't even recognize a visitor on his second visit to the site, one of the most basic capabilities of an online for-profit enterprise; most nonprofits exercise poor if any usage of tracking software that promotes interactivity; and over 80 percent of the sites visited do not have privacy protection programs. Published at a time when President Clinton's recent White House Conference on charitable giving encourages nonprofits to use the Internet to enhance their fund-raising efforts Noun 1. fund-raising effort - a campaign to raise money for some cause fund-raising campaign, fund-raising drive crusade, campaign, cause, drive, effort, movement - a series of actions advancing a principle or tending toward a particular end; "he supported , How NonProfits Can Profit On The Web offers practical advice to help nonprofits keep donors and volunteers coming back well into the next century. Additionally, in the seasonal spirit of charitable giving, Peppers and Rogers Group is donating 50 percent of the proceeds generated by the sale of How NonProfits Can Profit On The Web to Non-Profit Computing computing - computer , Inc., a New York New York, state, United States New York, Middle Atlantic state of the United States. It is bordered by Vermont, Massachusetts, Connecticut, and the Atlantic Ocean (E), New Jersey and Pennsylvania (S), Lakes Erie and Ontario and the Canadian province of City-based technical assistance provider which helps other nonprofits, schools, governments and humanitarian organizations use computers effectively. Through its Disabilities Computing Group, Non-Profit Computing has been especially active with the United Nations in their work to create a fully disability-accessible Web page so that disabled persons internationally can learn the most current information online. "The Peppers and Rogers report is a wonderfully beneficial project," said John L. German, director of Non-Profit Computing, "and one that is far-reaching in terms of providing real help to nonprofits in their hunger for creating effective Web sites. Many nonprofit organizations are learning that the basic strategies of the one-to-one enterprise apply to them, too. And they know that they can benefit from identifying and differentiating their donors. However, only a handful have been savvy enough to succeed. They need a way to learn and take advantage of the accelerating technological innovations that are changing the way business is conducted around the world." "We are very excited to offer this learning opportunity to the nonprofit sector," said Don Peppers, partner with Peppers and Rogers Group. "The lifeblood life·blood n. 1. Blood regarded as essential for life. 2. An indispensable or vital part: Capable workers are the lifeblood of the business. of these groups depends on their success at creating individual approaches that bring donors back again and again. The opportunity for nonprofits to benefit from the Internet can translate directly to donor The party conferring a power. One who makes a gift. One who creates a trust. donor n. a person or entity making a gift or donation. DONOR. He who makes a gift. (q.v.) loyalty and more secure funding. With the advent of new technology and armed with the principles of one-to-one marketing, nonprofits have the chance to establish and protect donor loyalty on a scale never before imagined. With more money going towards the goals of an organization rather than operating costs operating costs npl → gastos mpl operacionales , nonprofits could realize their mission statements as never before." How NonProfits Can Profit On The Web is a "mini" version of Peppers and Rogers Group's research series called The State Of One To One Online which assesses how well online companies use the Internet and strategic one-to-one initiatives to treat different customers differently. The findings of the nonprofit report are published as a guide which offers useful information as to how charity-based organizations can build a one-to-one Web site using the Peppers and Rogers Group methodologies. Out of more than 100 nonprofit sites nominated nom·i·nate tr.v. nom·i·nat·ed, nom·i·nat·ing, nom·i·nates 1. To propose by name as a candidate, especially for election. 2. To designate or appoint to an office, responsibility, or honor. by readers of INSIDE1to1, Peppers and Rogers Group weekly online newsletter, only six sites met two one-to-one capabilities. These six sites and 12 additional sites selected by Peppers and Rogers Group are reviewed and assessed in their ability to successfully manage donor relationships. The report also contains information on permission-based email marketing provided by MessageMedia, a leading provider of email-based Customer Relationship Management and direct-marketing services. A complimentary Executive Summary of the report How NonProfits Can Profit on the Web is available from Peppers and Rogers Group on request. The complete study will be available for purchase in January 2000. Charitably priced at $99.00, the report may be ordered via email at nonprofitreport@1to1.com . For more information about the nonprofit survey or about The State Of One To One Online, contact Gillian Grozier at Ggrozier@1to1.com or Phone at 203-316-5121 ABOUT PEPPERS AND ROGERS GROUP Peppers and Rogers Group was founded in 1993 by internationally acclaimed ac·claim v. ac·claimed, ac·claim·ing, ac·claims v.tr. 1. To praise enthusiastically and often publicly; applaud. See Synonyms at praise. 2. authors Don Peppers and Martha Rogers, Ph.D. Bob Dorf is the firm's president. It is one of the fastest-growing private companies in the United States United States, officially United States of America, republic (2005 est. pop. 295,734,000), 3,539,227 sq mi (9,166,598 sq km), North America. The United States is the world's third largest country in population and the fourth largest country in area. , and was named in 1998 to the Inc. 500 list of rapidly expanding private firms. Peppers and Rogers Group provides leadership, education and consultative services that help clients reengineer their sales and marketing processes, resulting in increased customer loyalty, maximized share of customer and improved profit margins. Don Peppers and Martha Rogers, Ph.D., co-authors of Enterprise One to One and The One to One Future, and The One to One Fieldbook, co-authored with Bob Dorf, recently released their fourth book, The One To One Manager: Real-World Lessons in Customer Relationship Management. |
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