E-Philanthropy: It’s about Relationships, not Tech

Madison, Wis.—Dec. 13 — E-philanthropy is about more than asking people to donate online, says Ted Hart, president of the Washington, D.C.-based ePhilanthropy Foundation. It’s about offering them multiple ways to support your institution.

“If you approach this as fundraising first, you’re going to be disappointed,” said Hart, author of Major Donors: Finding Big Gifts in Your Database and Online. He offered this piece of advice and others during the Magna Publications online seminar “ePhilanthropy: Where Charitable Giving and Technology Meet” on December 13.

Although your institution’s website should offer visitors a visible, convenient way to donate online, its overall emphasis should be on communication, education, outreach, and relationship building. As a result, your website should offer visitors multiple ways to support you, including how they can

• tell friends about you
• sign up for a newsletter
• volunteer
• participate in an online community
• sign a petition or learning about other opportunities for activism
• register for an event
• get in touch with you offline (“This is not an either-or,” Hart said.)

Hart also addressed some of the more practical questions about online philanthropy, including:

• meeting state and federal requirements
• registering on philanthropy databases
• ensuring online security for donors
• creating a privacy policy.

If you missed the seminar and would like to order a transcript or CD of the event, visit http://www.magnapubs.com/catalog/cds/599402-1.html.

For more information, please contact David Burns, publisher, Magna Publications, Inc., at 608-227-8109 or dburns@magnapubs.com.