| Abstract: | Through research on a sample of the top 2000 charities, the Voluntary Organisations Internet Server (VOIS) revealed the potential for a major initiative to provide the opportunity for voluntary organisations to create a quality brand of information on the Internet by coming together on a collective site. The Internet is an ideal medium for voluntary organisations to get their message across, build relationships and raise funds. VOIS has been designed specifically to facilitate these activities and provide the means to a collective presence. While it is mainly large organisations that are using it at the moment, the Internet represents the opportunity for smaller organisations to have a substantial presence because of its democratic nature. VOIS has utilised the principle of economies of scale in order that all organisations can afford to have a useful presence on the Internet. This paper will examine fundraising activities that are already occurring on the Internet, analyse the strengths of the Internet as a marketing tool, explain how marketers can utilise these strengths and explain how VOIS has tried to facilitate these strengths within the features of its standardised site. |
