Technology Leading the Way

1) Build a fundraising-friendly Web site. The initial goal of your Web site should be to "catch eyeballs," Johnston says, in much the same way as supermarkets putting displays at the average eye level of shoppers. Plus, the fewer click-throughs required on a Web site, the higher the gift, he adds.

2) Secure giving page. It's important to have this in place regardless of the scope of your mission, Johnston says, because you never know when the focus will be placed on you, such as in an emergency.