E-philanthropy Tips From the U.N. Foundation

Here, an excerpt that outlines tips for success from Katherine Miller, director of communications for the United Nations Foundation, which recently partnered with Sports Illustrated and the National Basketball Association to launch an online campaign to fight malaria:

1. Third-party validation is important. Online, you should be prepared to reach a lot of people who may not know you or who may not think of you as a place to donate. Associations with Google, the NBA, Expedia, AOL Black Voices and others were key to earning the trust the foundation needed with new audiences.