Leveraging technology to benefit charities and donors

Authored by: Ted Hart

The Routledge Companion to Nonprofit Marketing

Print publication date:  November  2007
Online publication date:  November  2007

Print ISBN: 9780415417273
eBook ISBN: 9780203936023
Adobe ISBN: 9781134114917


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Professional fundraisers are typically familiar with a wide range of fundraising techniques, while some have developed specialized skills. The growth of e-Philanthropy has required even the most seasoned professionals to learn new skills and to re-evaluate how they approach nearly every aspect of fundraising. This is not to suggest that e-Philanthropy has taken the place of any traditional fundraising methods; actually the opposite. These tools add a new dimension of efficiency and require higher levels of integration for nearly every ‘offline’ approach to attracting philanthropic support. While some would relegate e-Philanthropy as a specialty area to be administered separately from other fundraising methods, much in the way some offices might have a prospect research specialist on staff, doing so would diminish the overall effectiveness and deny the opportunity to benefit fully from these tools. This chapter will provide an overview of e-Philanthropy techniques which nonprofits can use to cultivate and steward relationships, invite advocacy for their cause and solicit contributions online.

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