Nonprofit sets up entertainment website
May 21, 2013
When nonprofit organizations set up websites, they tend to have a central focus of driving results. Sure, there will be pages telling visitors about the history of the charity, introducing administrators, listing contact information and other basic features. However, the main point is to get people involved.
The Jockey Club, however, is using a new strategy. The nonprofit group, with locations in Kentucky and New York, was set up as a registry for thoroughbred horses in the United States and works toward improving the sport and making breeding and racing safer.
According to bmore Media, The Jockey Club created a website that serves more to entertain people interested in horse racing, rather than outright asking for donations. This might be a better way to connect with patrons. The source said that the group's America's Best Racing site promoted the 138th Preakness Stakes, which took place on May 18, by developing pages that cater to gambling tips, fashion suggestions, food recommendations and other entertainment spheres.
"We decided to get the word out about racing, that it's for a mainstream audience," The Jockey Club's Vice President of Business Development Jason Wilson explained to bmore Media. "We are focused on having the next generation get into the sport."
As foundations tap into emerging digital channels to raise funds online, they can benefit from nonprofit fundraising software that tracks incoming donations and quantitatively measures the success of their efforts.