'Learn from porn' about the web

Fundraisers should look to the porn industry for inspiration on how to succeed online, according to John Grain, director of supporter care at charity marketing agency Cascaid and co- presenter of the convention session 'Fifty New Ideas in Sixty Minutes'.

"Who drives the most innovation online?" he asked. "The porn industry came up with DVDs, zoom and wide angles. It's because of porn that we have passwords, multiple access to content, pay-to-view content, live streaming and movie downloads. Follow the leaders."

Grain and Richard Turner, fundraising director at ActionAid, provided 50 ideas for fundraisers to improve their strategies.

Getting people to give for longer presents the biggest challenge, said Turner. He urged fundraisers to present mortgage-style strategies, with overall targets to be 'paid off' over time.

He said: "The idea isn't to say 'how much will you give?' but 'will you give £2,000? You can have as long as you want to give it.'"

Finding ways to improve supporter relationships was also important, added Grain, who said traditional thank-you letters were inadequate.

To view the suggestions generated by the session, go to www.50fundraising ideas.com.

FIVE MORE
- Advertise for in memoriam giving in obituary pages
- Link your site to MySpace
- Try to get advertising at movie premieres
- Design your own wrapping paper
- Club together to sell shares

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