Harry Gruber
Harry Gruber
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Philanthropy is entertainment with a purpose. For the consumer, giving online is all about emotion -- they expect to feel as good or better than when they go to eBay or Amazon. That means the non-profit's site needs to offer engaging stories, compelling artwork, and powerful viral marketing tools.
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Given that the Internet is a great one-to-one marketing tool for consumers, it's not surprising that -- if non-profits do their jobs well -- people are happy to donate online.
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This completely revolutionized the orientation to online overnight. Literally millions of people were donating online...that was the beginning of a general belief that anyone would donate online.