Virginia Rivera , CFRE , and Major Gifts Director at San José State University , CA , compares her feelings on Internet relationship building to working with a tool similar to direct mail
.There is just not a personal way to communicate.Face-to-face interactions net the largest dollars ; next is telephone with a human element , voice ; and the most impersonal , direct mail , nets the small/infrequent gifts and the least amount..( V.Rivera , personal communication , November 17 , 2000 ) Rivera
recognizes the value of online giving's upward trend and notes how donors are going online more frequently.
Other small and mid-sized , urban colleges and universities share these views.In addition , some are uncertain that online fundraising can be helpful for other than small ( $1 , 000 or less ) donations or annual giving campaigns at this time.Above the $1 , 000 mark most donor relations become highly personalized and this high-touch value is something many development professionals pride themselves upon.Integrating online giving becomes difficult with this philosophical values clash of high-touch and high-tech.
Of the wide range of online donor concerns , the short list mirrors similar issues that plague modern society : privacy , security , and ethics. ( O'Harrow , 2000 ) All three have been considered the top sensitive issues surrounding online donations.
at San José State University points out that Older alumni from the 60s may never give online but they tend to be the most generous donors.Alumni from the late 60s to the 70s make gifts on their credit cards.The latest generation from the 80s and 90s are the most interested in making their gifts online..( V.Rivera
, personal communication , November 17 , 2000 ) However , current trends show that major gift donors are no longer within the ranks of older alumni.This younger alumni group has shown that they tend to be large consumers of online goods and services.Most notable is that donors are getting younger as a group , and within that group many if not most tend to be highly Internet savvy.With Internet prowess comes high-usability levels for email and the propensity for developing online relationships between donor and recipient through this tool and the school web site at large.
These new donors are active on the Internet and with email.Email
is anything but passive and it is their preferred form of communication.
, personal communication , November 17 , 2000 ).
These highlights are only the tip of the iceberg of production activities focused toward instituting online giving capabilities.In addition to these fine institutions mentioned , there are many others are out there creatively perusing web presence , e-giving , and greater alumni and donor relations in cyber space.
Is money everything.
...Virginia Rivera , CFRE , CSPG , is Associate Vice President of Development at San José State University , CA
can be reached at email@example.com.San José State University
is on the Web at http : //www.sjsu.edu/.