Giving 2.0

Every kind of business from banks and stock brokers to radio stations and pizza joints is sending customers text messages about news and promotions. Fundraisers are doing it too, so there’s lots to be gleaned across the board. And then there’s online donating. No, donors aren’t actually buying anything from a nonprofit organization’s Web site (unless it includes an e-store), but wouldn’t the sharpest techniques from the e-tail universe be something that fundraisers who “do business” on the Web should know about and, perhaps, emulate?