When an E-mail Is as Effective as a Handshake

Many have lamented technology as contributing to societal depersonalization, but as Beth Kanter writes, “wired fundraisers” can be just as effective as their face-to-face counterparts:

Most of the findings of the recent Network for Good report follow my experience with personal fundraising, especially the point “You can raise more than you think.” I would add, “in a shorter amount of time.” I thought it would take two weeks to raise the $1,000 to send Leng Sopharath, a young Cambodian woman, to college. It took less than 24 hours to do it, plus we went over goal.

I love counterintuitive situations such as Beth’s. Thanks to technology, that ultimate impersonal set of tools, she was able to reach people she never would have met by pounding the pavement and writing letters, and her revenue stream benefited as a result. Foundations, charities, and schools would do well to invest in a little bit of IT/social Web training, as the upfront expense can be recouped later on in both savings — an e-mail is cheaper than a brochure sent by our friend at the USPS, right? — and donations. | 501(c)