First, Get a Worthwhile Cause; Then Get Wired

Nonprofit groups should be paying attention because this is not just about raising money online, but about raising the next generation of donors. The young men and women now entering the work force for the first time have lived much of their lives online, and they bring with them in their introduction to the national economy — and our society — great expectations for lightning-fast communications, openness, and the ability to change the landscape quickly.