Focus On: E-philanthropy: Upping Your E-appeal

“In your print and other media, you must be telling them about all of these tools you have available on the Web site.”

For instance, he cites KVIE, the PBS station in northern California, which began integrating personalized online fundraising to prior donors and members.

“If [a donor] gave during ‘Sesame Street,’ she would get a personalized-ask e-mail based on that program and also personalized based on the amount she gave,” Haji explains.