Donor Focus: Parents — It’s Not Child’s Play

“It’s important to be integrated in your message and to have an ability to interact online,” she says. “Make sure everything you offer offline is also online. When developing Web content, you must simultaneously talk to two audiences — the parent and the child. Include one central place for them to land as a family. When you send a letter to a parent, include a worksheet or map inside. Respect parents’ rights and responsibilities as gatekeepers.”