2005 Online Giving Patterns Point to Increased Trust of Internet as Giving Conduit

In 2005, Americans gave generously to disaster relief efforts around the globe while supporting their favorite causes closer to home. And in many cases, their decision to give reflected their acceptance of the Internet as a safe and reliable conduit for charitable donations and demonstrated the power of the Web to target and amplify charitable appeals. Motivated by the experience of the Red Cross and other charities post-9/11, as well as by the enormity of December 2004’s tsunami disaster and worldwide response, many charities reconfigured their websites to better target specific audience segments in 2005, reports the Philanthropy News Digest (PND).

It’s a given by now that the 24/7 nature of the Internet enables individuals to access news and information from the other side of the  globe at a moment’s notice,  and to just as easlily donate to causes and  organizations that stir them. But, PND notes that today’s donors seem to be less trusting of open-ended appeals, and, in the aftermath of various disasters, increasingly  gravitated to donor-designated funds such as those  established by the Red Cross, Salvation Army and America’s Second Harvest after Hurricane Katrina battered the Gulf Coast.

More here.

Nancy Schwartz on January 3, 2006 in Fundraising: Innovations & Research, High-Impact Websites, Nonprofit Communications | 0 comments
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