With giving levels on a slow climb, e-mail has emerged as a surprisingly effective fundraising tool.

By Paul Barbagallo

According to Robin Palley, vice president of marketing and communications, BBBSA’s long-term mission is to serve 1 million children by the year 2010. Today, the organization serves 200,000 children, ages 6 through 18, in 5,000 communities.

“We looked at all the components in our arsenal to help us reach our goal, and we saw [online fundraising] as an excellent opportunity to raise the profile of the organization in the eyes of the public, government, funders and corporate partners and [to] go out and tell our story,” Palley says.