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“That’s the furthest thing from the truth. … It’s not about putting the site up. There are two components. One is setup, and the other part is marketing. The marketing is really more important.”

Still, before you can market your campaign, you have to set it up. So utilizing the Deposit a Gift platform, the Foundling created its campaign. On the welcome page, it introduced the Hurricane Sandy Relief Fund, had a “Click Here to Donate Now” link in the second line, described the organization and offered more links to the donations registry. There were also five rotating photos — one of the campaign logo and four of the children it helps serve.