Tips for Harnessing Web 2.0 Potential

"People want to buy, they don't want to be sold to," said Kish, who added that the key is to have information that visitors can read, interact with and then react to, not just read and react.

For smaller organizations that don't have the functionality to accept donations on their Web sites, e-philanthropy hubs like ChipIn, JustGive and Firstgiving simplify the process of collecting money online and feature a menu of causes that visitors can support.