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Online Fundraising & Giving

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Preconference Workshop: Developing Management Skills for Gift Officers
Conference Preconference Workshop: Developing Management Skills for Gift Officers

Social Media and Community
Conference Developed by leading practitioners, this immersion into the latest developments in social media offers real-world, ready to implement tactics for communications and engagement. The two-track structure provides introductory education for those who desire it and advanced content for those with more experience.

Preconference Workshop: Crafting a Social Media Strategy
Conference Is Twitter the right way to send your message? What about Facebook?This workshop will help you develop a strategy for choosing the right social media option for very specific communication purposes.

Preconference Workshop: Digital Campaign Planning
Conference Preconference Workshop: Digital Campaign Planning

Preconference Workshop: Social on the Go!
Conference Preconference Workshop: Social on the Go!

Talking Shop: In with the Fund Crowd
CURRENTS Article Jonathan May launched the U.K. digital fundraising technology startup Hubbub, which serves the education and nonprofit sectors, with Duncan Knox in 2011. The company is expanding its U.S. operations after winning $1 million in venture capital funding in 2016 through the VentureClash investment challenge. Currents spoke with May while he was in the U.S. studying digital fundraising and alumni relations practices at more than 40 colleges and universities. His travels confirmed the importance of relationships in fundraising—even online. “I think there’s a lot more than technology behind the success of different programs,” he says.

Quote of Note
CURRENTS Article Writer Stephen Lurie supports the values of his alma mater but argues that direct giving (often through crowdfunding platforms) that helps alumni relieve their student debt is more impactful.

Online Giving Surges During Giving Tuesday
Article,  BriefCASE Article Giving Tuesday, the global, 24-hour campaign which uses social media to connect donors and causes, raised US$168 million in donations, compared to $116.7 million in 2015. Colleges, universities, religious organizations and charities in 98 countries participated in #GivingTuesday-this year on Nov. 29.

Report: NGOs Rely on Online Tools to Engage Donors
Article,  BriefCASE Article An overwhelming majority of non-governmental organizations agree that social media is an effective tool for creating social change and growing organizations, according to the 2017 Global NGO Technology Report.

Revamping the Annual Fund
CURRENTS Article Educational institutions famously undervalue the annual fund, perceiving it merely as a means to unrestricted funds. Recently, however, a growing number of institutions are recognizing how valuable the annual fund is to the organization's long-term health. To gain footing in annual giving, institutions need to assess their programs and constituents, as well as consider trends in the field. For one, many donors have come to expect choice. In a highly competitive philanthropic market, allowing donors to decide where their money goes could make a significant difference in participation. In addition, using the myriad outreach channels available today will pay dividends. Focusing on broad participation, encouraging restricted giving, and using multiple communication channels are key tactics to consider. Here's how four institutions revamped annual giving and achieved results.

Paying to Play: Social Media in Advancement 2016
White Paper This paper reports on findings from the seventh survey of social media in advancement, which was conducted earlier this year by Huron and mStoner in partnership with CASE. Nearly 1,200 respondents at educational institutions worldwide provided feedback on their use of social media.

Virtual Campaign Launch a Win for Elizabethtown College
Article,  BriefCASE Article There was no gala kickoff event for the $50 million Be Inspired capital campaign at Elizabethtown College in Pennsylvania. Instead, the institution decided to try a little experiment: a virtual campaign launch event where most of the fundraising is done over the Internet.

The Mane Event
CURRENTS Article In July 2015, the host of the late-night television show Jimmy Kimmel Live! ranted to viewers about the death of Cecil, a beloved lion shot in Zimbabwe by an American hunter. The comedian shared the website for the University of Oxford's Wildlife Conservation Research Unit (WildCRU), which had tracked Cecil, and encouraged viewers to give. In 10 days, WildCRU received £547,147 from nearly 13,000 donors. Here are some of the successes and challenges WildCRU faced.

Crowd Control
CURRENTS Article A small but growing number of institutions have launched centralized, full-service crowdfunding programs that lend know-how to students, faculty, and even alumni running their own campaigns.

Globally, Giving Tuesday Participation Surges
Article,  BriefCASE Article The 24-hour campaign, which uses social media to connect donors and causes, raised $116.7 million in online donations, compared to $45 million in 2014.

Refining, Prioritizing, Expanding: Social Media and Advancement in 2015
White Paper This white paper reports on findings from the sixth survey of social media in advancement, conducted by CASE, Huron Education and mStoner. Nearly 1,000 CASE members provided feedback on their use of social media. Featured is advice on how to hold an effective giving day or crowdfunding campaign, including examples from CASE member institutions.

Turning Tragedy into Opportunity
Article,  BriefCASE Article The University of Oxford is turning the death of Cecil the lion into an opportunity to educate the global community about the peril faced by lions and the work that the institution’s Wildlife Conservation Research Unit (WildCru) is doing to save the endangered species.

Cupid and the Cause
CURRENTS Article Male donors tend to one-up each other to look more appealing to an attractive female fundraiser, according to the study "Competitive Helping in Online Giving," published in Current Biology in May 2015.

More Educational Institutions Using Social Media to Fundraise, Measure Outcomes
Article,  BriefCASE Article More schools, colleges and universities worldwide are using social media to boost their fundraising results, and are experimenting with new strategies, according to results from the latest CASE/Huron/mStoner social media survey.

Goodbye Galas?
CURRENTS Article Hilbert College's No-Tie Gala is a virtual fundraising affair no one attends.

Swift Gratitude
CURRENTS Article Giving days prompt institutions to send speedy, creative, and social thank you messages to their donors

Direct to the Heart
CURRENTS Article At the University of Leeds, we were beginning to wonder whether direct mail would ever work for us or whether the telephone would always be our annual giving program's primary source of donors and income. Then we tried a new strategy: We stopped talking about ourselves all the time. We talked to alumni and donors about their experiences instead.

Online Giving Days
Good Question Does CASE have any resources about online day of giving campaigns in higher education?

Odds and Ends: Multiplying Philanthropy
CURRENTS Article In 2012, #GivingTuesday arrived to shift shoppers' attention back to the real meaning of the season with a global day of giving. The idea for the campaign, founded by New York's 92nd Street Y in partnership with the United Nations Foundation, emerged from a spring 2012 discussion with supporters of Stanford University's Center on Philanthropy and Civil Society.

5 Tech Trends That May Transform Fundraising
CURRENTS Article From bitcoins to mobile wallets, how donors give is changing. Are educational institutions prepared?

Australian Institution Completes One-Day Fundraising Blitz
Article,  BriefCASE Article Last month, the University of Sydney raised nearly $933,000 from more than 1,050 donors in a 24-hour fundraising campaign to benefit student scholarships and medical research.

The 8 Steps Muhlenberg College Took to Exceed 910 Donors on 11-12-13
CURRENTS Article For Muhlenberg College's first Day of Giving campaign, participation was the priority. We set out to inspire 910 donors to make an annual gift on 11/12/13, and a record-setting 1,430 donors gave during that 24-hour period. Here's how you, too, can create a successful giving day.

Learning to Lose Control
CURRENTS Article As alumni and other audiences find new ways to connect, network, and give, our roles as the essential interfaces between our institutions and their various external audiences are becoming more unstable. To understand the problem, and to address this challenge proactively instead of reactively, we need to understand the concept of disintermediation: a reduction in the use of intermediaries.

Thinking Outside the Database
Article,  BriefCASE Article Making the right case for social media investment in campaigns can open doors for fundraising and communications, say two webinar presenters.

Online Fundraising at Large Charities
Chronicle of Philanthropy
Article The Chronicle of Philanthropy maintains a database of online fundraising data that can be searched by year, category (including colleges and universities), state or organization name keyword. The page also links to articles on the topic. (Chronicle subscription required.)

2014 Nonprofit Benchmarks Study
M+R Strategic Services and Nonprofit Technology Network
Report Now in its eighth year, M+R and NTEN’s annual report studies the numbers from 53 nonprofits to define this year's industry standards for online fundraising and advocacy. The free report is available for download (registration required).

Big Question
CURRENTS Article Readers sound off about whether a Give or Donate button should appear on a university’s home page.

Nonprofits Need to Improve Online Giving Experience for Greater Growth
Article,  BriefCASE Article A recently released study on online giving indicates that “millions—if not billions—of dollars are being left on the table” due to missteps by nonprofits.

Pass or Fail?
CURRENTS Article Michigan State University turns a prank by rival University of Michigan into a fundraising opportunity.

Good Question Does CASE have any resources on crowdfunding in higher education?

Successful Social Media Fundraising: Still in Its Infancy, But No Longer Out of Reach
Article,  BriefCASE Article Once dismissed as ineffective, fundraising on social media is gaining new attention in light of new research—and that is leading to creative programs and increased collaboration in advancement offices.

Crowd Around
CURRENTS Article As educational institutions become more creative in raising money for their missions, some are turning to crowdfunding. This article explores how educational institutions are using this online platform and to what effect.

A Weird, Wonderful Gift
CURRENTS Article When a protest threatened to undermine an institution's character, students, alumni, and administrators fought back.

Online Giving to Nonprofits Increases in 2012, Says New Study
Article,  BriefCASE Article A new study reports that online giving to nonprofits increased 21 percent in 2012 over 2011 totals.

White Paper: Social Media an Integral Component of Effective Fundraising
Article,  BriefCASE Article While social media can’t replace face-to-face fundraising and donor relationship management, it can be a valuable communication channel—one that is interactive, sometimes viral and convenient.

Community Colleges Join Forces in Statewide Fundraiser
Article,  Community College News Article Maryland’s 16 community colleges collaborated in a 24-hour online fundraising blitz last month and raised more than $62,000 for scholarships, programs, facilities and other local projects.

Giving Under the Influence
CURRENTS Article This data piece illustrates how online givers are influenced by the size of the donation that precedes them.

Going for Gold
CURRENTS Article The story profiles eight of the 2012 CASE Circle of Excellence Award grand gold and gold award winners.

Branded Giving Webpages Outperform Third-Party Pages
Article,  BriefCASE Article Nonprofit organizations with branded donation pages within their website garnered seven times more money on average than those that accepted donations through a third-party website, according to a quarterly report of online giving.

Twitter Chat Participants Discuss Social Media and Fundraising
Article,  BriefCASE Article Creative campaign sites, donor thank-you videos and “crowdfunding” initiatives are just some of the ways in which institutional fundraisers are using online tools.

Survey Shows Direct Mail Still Generates the Most Donations
Article,  BriefCASE Article A recent study reports that donors who give to international groups prefer these charities to contact them via email over mailed letters. Direct mail, however, still generates the most donations.

Report: Nonprofits Achieving Success with Social Media
Article,  BriefCASE Article Social networking continues to grow in importance for nonprofits with Facebook and Twitter extending their dominance among this group, according to a new social networking benchmark report.

Online Giving Grows Steadily for U.S. Nonprofits
Article,  BriefCASE Article While one-time gifts continue to be the largest source of revenue for nonprofits, monthly giving via online channels is growing steadily. That’s according to an annual study analyzing online messaging, fundraising, advocacy, social media and mobile metrics for nonprofits.

Impulsive Action
CURRENTS Article A survey of donors who gave to the Haiti earthquake relief effort offers insight into the giving habits of mobile donors.

Gaming the System
CURRENTS Article Some colleges find Razoo, an online platform that helps nonprofits and individuals raise money, a fun way (literally) to rally alumni behind giving.

Social Media Donor Rankings
CURRENTS Article In the U.K., Twitter users give the largest online gifts, but the bulk of gifts come via Facebook.

New Best Practices in Prospect Research
Article,  BriefCASE Article If done effectively, prospect research has the potential to substantially improve the fundraising efforts of higher education institutions. A new report, based on an analysis of survey data from a cross-section of institutions in the United States, identifies 10 of the best practices used by high-performing fundraising programs.

Gift of Less Gab
CURRENTS Article This article shares statistics related to email solicitations from a fundraising consulting firm that surveyed donors who had contributed $20 or more to a charity in the past year.

Season's E-Greetings! Great Examples of Year-End Outreach
Article This post includes a sampling of video and Flash e-cards and tips for effective year-end communications. It links to a compilation of samples on the College Web Editor blog, where readers shared links to greetings from their institutions in the comments.

Passing the Hat 2.0
CURRENTS Article "Crowdfunding," which allows startups and charitable projects to obtain small-scale financing through web-based campaigns, holds promise for college and university development offices.

Study Finds Racial, Generational Differences in Online Cause Engagement
Article,  BriefCASE Article African-Americans and Hispanics are significantly more likely than Caucasians to believe that they can help support a cause or social issue through online social networks. And while younger Americans are also more likely to use social media to support causes, more than 40 percent still get information about causes through family, friends and television.

Starting to Click
CURRENTS Article According to a recent report from Blackbaud, online giving increased significantly in 2010, especially in the wake of the Haiti earthquake.

Multichannel Donor Marketing: "No More Talk; Let's Make it Happen!"
Article,  BriefCASE Article Donors don't just read email and answer phone calls; they have access to and are influenced by a wide range of media. Reaching out to donors using multiple channels not only makes sense but also has the potential for greater sustained outreach and gift-giving, according to nonprofit marketing experts.

CASE Europe Welcomes UK Government Call for Increased Giving
Article,  BriefCASE Article CASE Europe welcomed the UK government’s call for increased levels of giving and mutual support through its “Green Paper on Giving” but expressed concern over its emphasis on technology as a tactic to achieve social action and greater giving.

Internet Use Encourages Offline Participation
Article,  BriefCASE Article Internet users may once have been stereotyped as antisocial basement-dwellers, but a recent study has shown that the opposite is now true: Pew's Internet and American Life project found that three-quarters of all U.S. adults are active in some kind of voluntary group or organization, and Internet users are more likely than others to be active.

Small Donations on Social Networks Add Up
Article,  BriefCASE Article Social network giving platforms are less successful than charity websites or online giving portals, according to a new study, but that doesn’t mean they’re less important.

Online Giving Study: A Call to Reinvent Donor Relationships
Network for Good and TrueSense Marketing
Report This study examines donors' online giving behavior through nonprofit websites, donation portals, and social networks from 2003-2009. Results showed that donors were more likely to give through a nonprofit's site than through a portal or social network like Facebook. In addition, the online giving experience had a significant impact on donor loyalty, retention, and gift levels.

Fundraising One of Top Reasons for Nonprofits' Online Presence
Article,  BriefCASE Article Marketing is still the primary reason most nonprofits have a presence on social networks although fundraising is gaining in popularity, according to an annual survey.

Match Points: BYU-LDS Philanthropies Uses Workplace Fundraising Widget to Boost Alumni Matching Gifts
HEP Development Services
Article This May 2010 case study describes LDS Philanthropies' viral campaign using a widget that lets donors see in real time that their employers match philanthropic gifts. The widget was distributed to interested Brigham Young University alumni who work for companies with matching gift programs. These 1,800 alumni spread the widget to 6,500 people, resulting in $35,000 in gifts, for a total of $70,000 after the match.

Advance Work: Vision Quest
CURRENTS Article Phillips Academy in Andover, Mass., put advice from young alumni into action, creating a very transparent, flexible Web site to support its fundraising campaign.

In Full Bloom
CURRENTS Article The digital age is upon us, with technology reshaping the way institutions interact with students, faculty, alumni, and donors. Find out how this new age is changing the world of communications and marketing, alumni relations, and development.

Boost Online Response by Optimizing Your Donation Landing Pages
Article This blog post provides tips for optimizing donation landing pages based on three years of research by Donordigital.

Click Here to Donate: Results of the CASE Survey of Online Fundraising, 2009
White Paper What tools are most effective in raising funds online, and how do they compare with other fundraising approaches? Who donates online, and how much are institutions raising through online fundraising initiatives? How do fundraisers describe the advantages and disadvantages raising private support electronically? This white paper looks at the results of a 2009 survey of online fundraising trends conducted by CASE and Robert L. Weiner Consulting.

Click Here to Donate
CURRENTS Article More money than ever before is being raised online. CASE’s 2009 survey of online fundraising for educational institutions garnered 562 responses, revealing that interest in this newest fundraising tool is high even while most institutions are new to the game. Challenges, opportunities, and best practices are addressed.

Translating Online Engagement into Giving
Article,  BriefCASE Article Cross-platform tactics, localized messages and constant testing and tracking are among the most effective strategies for building online engagement that translates into online giving.

Weaving the Web into Your Campaign
CURRENTS Article The director of annual giving at Northland College in Wisconsin presents the results of her research on the most effective techniques for fundraising campaign Web sites.

CASE Survey Report: Online Fundraising Promising, but Yield Still Modest
Article,  BriefCASE Article A recently completed CASE survey reveals that institutions see tremendous possibilities in online fundraising, but online gifts still account for less than 1.5 percent of total philanthropic support for education.

"Satisfied" Web Site Visitors More Likely to Donate, Volunteer
Article,  BriefCASE Article Nonprofits have plenty of room for improvement when it comes to their Web sites.

2008 DonorCentric Internet Giving Benchmarking Analysis
Target Analytics, a Blackbaud Company
Report This paper, published in March 2009, presents the latest findings from an ongoing study of online fundraising programs and giving in selected nonprofits.

Planning for Online Fundraising, Part 1
Abny Santicola for Fundraising Success Magazine
Article This February 2009 article recaps an audio session by nonprofit technology strategist John Kenyon about crafting an online fundraising plan. The story includes a link to the transcript, slides and MP3 recording produced by Network for Good.

Yes, You Can
CURRENTS Article This article takes a close look at the presidential campaign of Barack Obama, which merged old-fashioned grass-roots politics with new technology, shattered fundraising records, and energized millions of people, and explores the ways in which its lessons can be used by advancement professionals.

ROI in Digital Fundraising and Online Giving
Fundraising Success Magazine
Article This January 2009 article states there are no hard and fast rules for measuring return on investment for online fundraising—yet. In the meantime, the author provides questions to help fundraisers think about how much to invest.

2008 Online Fundraising Survival Guide to Survive & Thrive in a Down Economy
Network for Good
Report This 42-page guide offers overall strategies, mistakes to avoid, suggested Web site tweaks, e-mail writing tips and more.

Stewardship: The Webb Schools - Bronze Award
Best Practice A goal of The Webb Schools' 2007 annual giving program was to do a better job of stewarding constituents in a creative and cost-effective way. Staff implemented two new online strategies: an e-newsletter for class agents that provided current news to share with classmates, and a flash movie for reunion classes. Staff also redesigned an existing holiday greeting to omit the solicitation and serve simply as a greeting and thank you. These three strategies spread goodwill among constituents, motivated class agents and increased annual giving totals. As of December 31, dollars raised and number of donors reached an all-time high.

Power of Online Fundraising Underused
Article,  BriefCASE Article Despite the cost-effectiveness of the Internet, it remains an underused fundraising tool among charities, according to a new report from U.K.-based nfpSynergy.

Advance Work: Surfing for Change
CURRENTS Article The Internet search engine donates half its revenue to charities and schools designated by its users.

The Wired Fundraiser: How Technology is Making Fundraising "Good to Go"
Network for Good
Report This 2007 paper outlines how individuals are using social networks and widget technology to fundraise, fueling shifts in the charity sector. The paper identifies implications for professional fundraisers and offers ways for charities to make the most of this trend.

American Express Charitable Gift Survey
Center on Philanthropy at Indiana University
Report Winner of the 2008 John Grenzebach Award for Outstanding Published Scholarship from CASE, this was the first nationally representative study to address two "Frequently Asked Questions" in the world of charity: 1) How much do people give at any one time to different types of charitable recipients? and, 2) Do online and offline donations differ in size? The study also asked people why they give online or why they didn’t. By collecting information about gift amount—not total giving, as prior studies have done—this research demonstrates the importance of relatively small contributions. The results of this research are surprising and contradict some conventional wisdom about charitable giving.

Clicking With Donors
CURRENTS Article Online fundraising is growing exponentially--not only more gifts but larger ones as well. It is not just about the money, however. The Internet makes giving easy, but it is also helping build relationships with donors. This article looks at the state of online fundraising overall and how it is being done at specific institutions. The author talked with experts in online fundraising, and the article offers practical advice on what to do before you launch or expand online giving capabilities at your institution.

Online Gift Donor Profile
Report Blackbaud Analytics (now Target Analytics, a Blackbaud Company) launched a study of online gift donors and their giving trends in 2005. This paper, published in May 2006, presents the study's methodology, findings, conclusions, and data.

Advance Work: Moving Technology
CURRENTS Article Kenyon College e-mailed a stirring Flash presentation called “Remember” to people who hadn’t contributed to the annual fund. The presentation featured images from the college’s history, with the alma mater playing in the background. In the days following the appeal, the college received more than $40,000 in online gifts--as well as an impressive amount of positive feedback.

Mass Produced
CURRENTS Article In the often harried world of institution advancement, e-communications can easily become a victim of project complacency, with e-mail appeals and newsletters turning into just-get-it-out-before-deadline pieces of communications collateral. But with rapidly improving technology and audiences that are increasingly becoming moving targets, it is essential for campus communicators to discover new ways to use e-mail, the Web and dynamic content to appeal to our constituents, and to embrace the notion that integrating technology is an investment, not an expense. Using examples from the North Carolina School of Science and Mathematics, this article addresses ways to ensure e-mail appeals stay fresh and effective and discusses reassessing content and ideas prior to hitting the send button.

Advance Work: Web Leverage
CURRENTS Article Nonprofit Web sites influence donors' decision whether to make a gift, according to a 2005 survey. Of the donors surveyed who visited a nonprofit's Web site before making a gift, the majority said that doing so had some or a significant impact on their decision to give.

AdvanceWork: Spamalot?
CURRENTS Article Communicating with constituents via e-mail has gotten harder now that so many e-mail users have installed spam-filtering programs on their computers. Experts cite several strategies advancement officers can use to strengthen the legitimacy of their electronic messages.

Winners at Heart
CURRENTS Article Profiles of 12 winners of CASE’s 2004 Circle of Excellence awards. The winning alumni relations programs offered creative ways to generate revenue, use technology, or support a campus cause. In the development categories, campuses showed how to use flash e-mail annual giving solicitations and speech-writing students to attract donors. Communications winners relied on humor, creativity, and unconventional publications. And top advancement services shops highlighted the importance of identifying top campus prospects, working as a team, and maintaining accurate data.

Politics as Unusual
CURRENTS Article Howard Dean’s quest for the Democratic presidential nomination rewrote the rules of fund raising--and set online giving records in the process. This article examines the lessons education fund raisers can learn from the Dean campaign. Those involved in shaping the Dean strategy recommend that every development office use the Internet strategically, embrace two-way communications, obtain e-mail addresses and keep those address lists up to date, segment and target audiences, leverage supporters as volunteers, and create more urgency by focusing less on long-term and more on short-term campaigns.

Talking Points: Canning Spam
CURRENTS Article With campuses increasingly relying on e-mail to reach constituents, advancement officers should be familiar with the 2003 CAN-SPAM legislation. This article explains the new U.S. law, including why it was passed and what it seeks to do, as well as specifics about how to comply and penalties for not doing so. Although the legislation doesn't apply specifically to nonprofits, the author recommends that all organizations adhere to well-defined best e-mail practices.

AdvanceWork: Think Charity, Not China
CURRENTS Article The Web site allows users to create a registry of nonprofits they support. Their friends and family can go on the site to make online gifts to the selected nonprofits in the same way they might use a bridal or baby registry. Institutions might promote the site as a way for alumni to encourage gifts in their honor to alma mater.

From Soup to Nuts
CURRENTS Article The advancement office of the University of California, Irvine, faced a daunting task: Develop an online giving site in less than two months. This article chronicles the evolution of UCI eGiving from an administrator mandate to a viable mechanism that collected more than $25,000 in online gifts in December 2003. Behzad Zamanian, eGiving's systems architect and project manager, details the steps his team took to complete the project on schedule, the changes they made to enhance the site's usefulness, and the lessons he and his colleagues learned in the process.

A Tale of Two Strategies
CURRENTS Article Increasingly campuses want to give donors the option of online giving. This article outlines the needs assessments that advancement officers should conduct before they decide whether to outsource site development or manage it in house. Oakland University used a vendor to build and operate its online giving site, while the University of Missouri, Columbia, did it in house. Leaders from both campuses share their experiences, identifying the advantages and disadvantages of each approach.

AdvanceWork: Attention, Sports Fans
CURRENTS Article eBay's "Stay True to Your School" campaign allows college sports enthusiasts to bid on memorabilia and unique football-related experiences. A related contest will award a scholarship to a campus whose items generate the greatest sales.

AdvanceWork: Net Income
CURRENTS Article Donors continue to remain wary of online giving, but they indicate that security guarantees, better technology, and increased education and awareness might lessen their concerns. A UCLA study reports slight declines in both online privacy and credit card security concerns in 2002. Still, don't expect online giving to trump more personal fund-raising efforts any time soon.

Plotting Online Gift Strategies
CURRENTS Article Online gifts amount to less than 1 percent of total fund raising at most institutions. Many development officers say they are hesitant to jump to conclusions regarding their current returns or invest any further in the venture until more data is available. Overall strategies are in a holding pattern. This article answers the salient question, "Now what?"

On the Horizon
CURRENTS Article While many fund raisers hesitate to use e-mail for solicitation, some institutions have launched successful e-mail direct marketing campaigns. The article describes various institutions’ uses of e-mail for fund raising and statistics on its success. Advantages of the method include low cost, broad reach, and an increase in contact with donors. Concerns include depersonalization, increased workload, e-mail’s role in overall communications strategy, and lack of staff training in online strategies.

AdvanceWork: Breaking the Online Solicitation Barrier
CURRENTS Article Some donors have proven themselves amenable to major gift solicitation by e-mail. Both Northwestern University and MIT tell of cultivating, soliciting, and receiving five-, six-, and seven-figure gifts without face-to-face meetings with the donors — sometimes at the donor's initiative.

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