American Lung Association Launches Re-tooled Web Site
For many nonprofit organizations, IT spending is on the rise, especially in the online department.
“Somebody finds [our] Web site and makes a contribution without any outreach on our behalf,” he explains.
The organization also has received substantially larger average gifts online than with its sophisticated direct mail program, which dates back to the 1920s.
“In the mail, we average $10 - $11 gifts. On the Web, it’s more on the order of $65,” Burwell says, explaining that despite this significant trend, direct mail still pulls in roughly $40 million annually, whereas lungUSA.com fetches only $500,000.
- Companies:
- American Lung Association
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