Welcome to Giving 2.0

Here we are almost five years later. Extremists on both sides of the equation ­— diehards who sniff that this Internet stuff has no place in the relationship-focused world of philanthropy, and those all-or-nothing types who say direct mail is dead — have been silenced, for the most part. Most organizations realize that, in 2008 and beyond, true fundraising success will come to those that find a happy balance. Those that — to extend a metaphor way beyond its natural cleverness — sail the waters of e-philanthropy and “2.0” steadfastly afloat on a raft of the tried-and-true tenets and tactics.