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

“But,” he says, “it’s doubling every year,” adding that that trend will continue as more Americans get broadband access.

“[Online fundraising is] another way to approach the donor,” he says. “Use it to increase response to other channels.”

But, Allen adds, “Be realistic about adding online. … Local social-services organizations should not expect to raise any significant money online, but they should still have a presence. At a minimum, everyone should have a Web site and an e-mail newsletter.”