When we interrupt supporters and ask for their attention, we had better do it well.

By Katya Andresen

Last year, Network for Good processed its 100 millionth dollar for nonprofits; a huge milestone for us. I started to draft a press release, but sanity prevailed. “Who would care?” I thought. No one, I realized. So I thought about why people should care. And what I realized was we were sitting on a fascinating set of data about giving. What if we celebrated our $100 million mark by analyzing our $100 million in giving — who gives online, where, what time of day, etc. — and sending our study to media and nonprofits? It would help media covering the charity beat, and it would help nonprofits fundraise more effectively. The result? A lot of attention and coverage of our work that continues to this day.