Editor's Welcome

E-Giving: How Much Will We Bring In?

E-Giving: How Much Will We Bring In?

        Fundraising in America has changed with the growing popularity of mobile and on-line giving.  With a click of the mouse or on a cell phone, it has become increasingly simple to donate to support a cause.  Donating via text message has quickly become the way for the masses to give to rapid response organizations that rely on urgency.   Margaret Carter, former officer of the direct response fundraising unit of American Red Cross, stated in Target Marketing Magazine that, "Before Sept. 11, the majority of the donations and funding we received were through major gifts." Carter went on to say that, "Now, 20 to 30 percent of the total funds raised are from individuals. Katrina alone raised over $700 million from individual donations."  

        GivingUSA 2010 noted a growth of 60% in 2009 in online giving.   The 2010 ING New York City Marathon raised over $1,000,000 a mile with the new social networking tool - Crowdrise.   The Crowdrise mission displayed on their webpage states, “Crowdrise is about volunteering, raising money for Charity and having the most fun in the world while doing it.”  The ING 2010 goal was $26,200,000.  Their actual results were $30,639,551.  We see from this success that fundraisers can use this new lever to maximize new levels of giving.

       America has a long history of fundraising and has seen the field evolve in many ways.  Long before direct mail, e-giving, and social networking, Alexis de Tocqueville wrote to Ernest de Chabrol in 1831, “… as one digs deeper into the national character of the Americans, one sees that they have sought the value of everything in this world only in the answer to this single question: how much money will it bring in?”  The new wave of technological advances will bring in great rewards to twenty-first century fundraisers committed to embracing the new tools of e-giving.  In this issue of PhilanthropyNYU we invite you to join us as we explore e-giving and the impact of technology on philanthropy.  Welcome to the Fall 2010 issue of PhilanthropyNYU.

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