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Association support goes online
PPAG partnered with Schipul – The Web Marketing Company to create a Web site that would increase membership in PPAG, as well as increase online communications and interactions among members. Schipul’s Tendenci® Membership Management Software is proprietary to the company and powers association Web sites by allowing site users to easily post news and articles, automate email distribution, manage event registrations and analyze user and marketing trends. The PPAG Web site (www.ppag.org) launched in August 2004 with a focus on attracting and communicating with pediatric pharmacists, healthcare providers and the Internet community. PPAG set a $10,000 fundraising goal for the Web site. Since beginning to use the Tendenci donations module in April 2005, the organization has experienced the following:
• More than 100%
increase in active, dues paying members, most of whom have joined or
renewed online, making for a total of 600 active, dues-paying
members as of October 2005; • Receipts totaling $9,000 in job board revenues;
• Receipts totaling $8,600 in online donations towards a $10,000 fundraising goal; and
• Receipts totaling
more than $60,000 in meeting registrations (87% of which occurred
online).
Matt Helms, executive director of PPAG, said that utilizing the Tendenci® online donations module for contributions, as well as accepting payments online, has increased the organization’s revenues.
“Our previous Web site did not offer online transaction capabilities, which really limited our organization,” said Helms. “Our members and site visitors really couldn’t do anything online. Now, not only can people join and pay online, but they also have the opportunity to donate to our cause.” Helms added, "Clearly, PPAG is much better at communicating through our Web site now - and creating communication opportunities for our members. I can't believe that we have 600 paying members. We're on track to have 750 members by the end of 2006." "It’s not enough to simply launch the online donations Web site. Although this has certainly made it easier for members and others to give to the organization, the site must be accompanied with a fundraising or capital campaign."
Helms offers the following advice for utilizing Tendenci® online donations and membership payments: Set a Goal "You shouldn’t expect to launch the site and receive gifts immediately. It’s not magic. An organization should organize the launch as part of its overall fundraising/development efforts. And all of the same rules apply. Set a goal, solicit, acknowledge, and so on. The Web site makes it easier for donors, and if it’s easy, people will do it. The site also cuts down on overhead, which means you maximize the value of the donation. The Web site itself may increase the potential for dollars." The PPAG goal for the Web site is $10,000. Target a Particular Audience "The PPAG Board has identified a few key areas of concentration within our fundraising efforts. Even though our membership has increased dramatically this year, we are still a small association with a niche. But within the organization, we have a diverse membership, professionally speaking. Since we are small, we have the ability to cater our PR efforts to the different groups. One member may appreciate our education efforts, and decide he/she wishes to give to that cause, while another member may want to donate to a particular Award program." "Also, we were concerned that we wouldn’t have a positive reception from the membership. We were concerned about the possibility that members would say, “Where are my membership dues going?” or “Why do you need more money, I already pay membership?” But sending targeted emails and letters to individual members regarding their interests and referring people to the Web site (or linking to the site), has been a huge success. And of course, honesty and transparency within the organization helps, too." Break it Down "We decided to break down our fundraising efforts. By keeping the focus on a few areas at one time, we hope to not overwhelm members/friends by asking for too much at one time. For instance, we launched an effort to fund an “Excellence in Practice Award” at the beginning of the year. We have raised over $8,600 of our $10,000 goal. The average size of the donations we have received so far is $150." Building Excitement "Launching an online capital campaign can actually cause a good stir within the organization. It creates a rallying cry for your annual efforts, and highlights your organization’s goals. Remember that people have joined your group to contribute to their profession, or your cause. If they can’t donate, they will end up volunteering for a committee or another project, and that is worth its weight in gold as well." "Our online fundraising will continue for years to come. It is a seamless, easy, and cost effective way to raise non-dues revenue! Tendenci has been a tremendous asset to PPAG and our goal of promoting safe and effective medication use in children." Helms may be contacted at matthew.helms@ppag.org.
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