Online Fundraisers: Time to Aim Higher

Most organizations fail to use Internet communications to cultivate and engage middle and major donors — an expensive omission. That’s the key finding from a landmark study of the “wired wealthy” released last year by Sea Change Strategies, Edge Research and Convio.

The study arose amidst concern that organizations’ online fundraising efforts too often resembled digital direct mail, a stream of solicitations aimed at acquiring small gifts, with little thought or effort going to more generous donors.