More Than Just a Warm Fuzzy

Most people have no problem giving credit card details to large, online stores like Best Buy, Macy’s or Nordstrom — and to the largest, most reputable nonprofits — simply because they know them and know they’ve been around for a very long time. They know they’re real — and that’s key! But without that longevity — even with it, since the nonprofit world still is fairly new to the concept of raising money online and even the largest organizations lack a real track record —
most organizations need to convince visitors that their Web sites are safe and serious places to trust their information.