But at first getting secure site was too costly. The setup costs once prohibitive to small nonprofits, aren't there anymore. Fowler's own church, St. Peter the Apostle Catholic Church in rural Libertytown, Md., will soon offer online giving for its members. We took a survey among members and asked who would take advantage of online giving. Some would-be donors are still concerned about security and privacy.
Donors find online solicitation less intrusive than telemarketing or direct mail.
But nonprofit marketers say it's also less effective. The National Wildlife Federation's website offers many ways to contribute, but far more donors still respond to direct mail appeals, said Randy Schell, director of membership programs. It's a very different thing for many people to think about donating online. It's not as simple as the equation you build in a direct mail piece. Electronic registration for benefit events has become routine for many people.