Less than ten years ago, everyone was talking about e-philanthropy. Organizations developed Web sites as a way to collect contributions. There was an "if we build it, they will come" mentality. But they didn't come. At least not right away.

As cited in this book's introduction, research in 2003 showed that while 30 percent of organizations predicted success with Internet fundraising within the next six months, only 18 percent were satisfied with their current results. In other words, nonprofits tend to believe great Internet fundraising results are right around the corner —— but the corner may be farther away than most think. [Editor's note: see Chronicle of Philanthropy, "A Surge in Online Giving," June 9, 2005, p. 7-12 for data from the Chronicle's annual survey.] There are notable exceptions, especially in response to disaster. Within six months of the September 11, 2001 terrorist attacks, the public poured out an estimated $150 million via online giving. The American Red Cross alone received an unprecedented $64 million online. The Red Cross sees online giving spikes after disasters, even from donors live far beyond the region affected by the disaster. In a less urgent mode, most colleges and universities are using e-mail to solicit gifts from alumni.

According to the twenty-four contributors to Nonprofit Internet Strategies, long-term e-philanthropy will have a major impact on nonprofit organizations. As use of electronic media becomes more prevalent, a nonprofit organization's public will expect the group to embrace e-philanthropy and integrate it into resource development programs. While there is no magic to tapping the great potential of online giving, using electronic media for fundraising requires the same deliberate behavior on the part of a nonprofit as traditional fundraising. Communication, public relations, use of volunteers, and "the ask" are essential aspects of both methods.

The book provides nonprofit professionals at every level of technology expertise with an excellent guide to using the Internet for support and expansion of their fundraising programs. But they must be willing to do the work required for success. The contributors show how the Internet enhances —— not replaces —— communications, public relations, and fundraising efforts. The book offers separate chapters on marketing, brand building, and visitor relationship management. Throughout, the contributors remind us that an organization needs to be strategic in developing e-philanthropy plans and that it must hire professional staff to implement those plans just as it would with other aspects of its fundraising. In addition to a special chapter on building an integrated fundraising strategy, there are separate chapters on various aspects of fundraising: annual giving, special events and sponsorships, planned giving, and foundations and corporate giving. Finally, they offer insights into the regulatory environment relating to online giving, and ways to evaluate the success of an organization's fundraising programs. The contributors present ideas and principles backed by examples of successful programs and projects —— stories that make the ideas and principles come alive.

E-philanthropy is not a panacea for an organization's development needs. It will not produce funds without effort and expertise. But Nonprofit Internet Strategies can help an organization develop disciplined internet strategies to enhance its current fundraising, marketing, and communications efforts, and prepare it for the rewards that e-philanthropy offers for the future.

For citations to additional materials on this topic refer to the Literature of the Nonprofit Sector Online, using the subject headings heading "Internet."