The charity [Save the Children], which raised $33.3 million that month [after the 12/04 tsunami], just over one-third of it
online, previously had relied heavily on direct-mail appeals and phone-bank
solicitation, but now sees the web as key to its future, says Fiona Hodgson,
vice president for leadership giving and public affairs.
"Going forward, we will change our marketing plans to focus more on the web,"
she says. "The internet will be the main source for new donors and a great way
to communicate with existing donors." (emphasis added)
Hodgson and other experts say online giving, which showed steady but modest
gains after a big surge following 9/11, finally hit the "tipping point" after
the tsunamis, and is here to stay.
"All of a sudden, it’s unquestioned that the web has fundamentally changed
what’s available and what’s possible in terms of raising money around a
disaster-relief effort," says Sheeraz Haji, CEO of GetActive Software in