Wednesday, July 22, 2009

Charity Begins Online

Has the recession transformed us into a bunch of hardened, miserly skinflints? Or are we as benevolent and big-hearted as ever? Mary Portas, a retail adviser and presenter of the TV series Mary Queen of Charity Shops, claims that "our cultural G-spot has moved; it used to be greed, but now it's giving," while Naomi Levine, director of the NYU Center for Philanthropy, believes that young people are increasingly willing to donate their time or money to charitable causes.

But a recent study shows that two-thirds of us will go out of our way to avoid charity workers, and an even greater proportion of us will lie to them – either claiming that we've got no spare change, or that we've already given money to their colleague 20 yards down the road.

How can fundraisers boost their dwindling donations? The savviest organizations are fighting back with blogs, viral videos and interactive billboards. Rhodri Marsden reports on how giving's going digital.

Read the full article here.

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