For Younger Donors, Philanthropy begins Online

Established charities, entrenched in their traditional fundraising ways, are going to have to step outside of their fundraising comfort zones as younger donors are increasingly satisfying their philanthropic urges online. Young people, who spend a majority of their time online, are turning to social networking web sites and blogs to spread the word about and raise funds for their favorite nonprofits and charities.

As The Wall Street Journal (requires subscription) recently reported, social-networking sites are doing their part to attract nonprofits and contributors too. Facebook's “Causes” program allows members to create online communities to advocate for issues and charities. “The program has attracted more than 2.5 million Facebook users and raised some $300,000 for nonprofits and politicians,” says Joe Green, the project’s co-founder.

Network for Good launched SixDegress.org allowing users to create charity badges for their favorite cause and send it out to their contacts. The badge keeps a running tally of how much has been raised and how many donors have contributed. The Wall Street Journal reports, “Since the program launched in January, users have created some 6,000 charity badges, raising some $740,000.” Even bloggers are doing their part. Through programs like DonorsChoose.org’s “Challenge,” bloggers compete to raise money among their readers.

In addition to those mentioned above, other web sites appealing to younger donors include Change.org, Firstgiving.com, GiveMeaning.com and Impact.MySpace.com, to name a few.

Comments

[BFU rector]

There has to be a better use of our time than being one of 2.5 million people splitting up $300,000 in donations. You did save me the trouble of opening a Facebook account.