Many of the same techniques and tools that are effective in generating donations online are equally effective in marketing merchandise online - a Web site, a merchant account to process payments, and a list of email addresses of stakeholders.

And as with online fundraising, the advantages of online marketing over conventional marketing include:

• Online marketing and processing costs are lower than through conventional sales.
• Organizations can reach a global, targeted market virtually instantaneously.
• Web-based stores never close
• Internet search engines and directories bring potential customers to organizations without unreasonably expensive marketing efforts.