What's New

“And the neat thing,” he adds, “is the demographic group converting to monthly giving from the Web were young men. This kind of holy grail. The people we’d never been able to get to go to monthly giving before.”

Using the Internet as a fundraising medium is a relatively new strategy, so there aren’t any tried-and-true strategies, but, Johnston says, “clearly, using the phone as a follow-up with flash philanthropy is just an incredibly important thing to do, and most organizations haven’t done that.”