Professional Fundraising magazine this month launches a new column to report on exciting uses of the Web by charities. The column is presented by Jason Potts, new media manager at Burnett Associates. In his introduction he acknowledges that the title is limiting: “‘New Media Watch’ doesn’t sound that catchy and it raises awkward questions, like ‘what’s old media’?”
In this first column Potts highlights the online fundraising success of the a> which raised $25,000 in credit card donations in three months in 1996, and of the American Civil Liberties Union which raised $25,000 in credit card donations in three months in 1996, and of Greenpeace Sweden which is already communicating with 3,000 supporters entirely via e-mail and the Web.
Potts concludes by announcing that Amnesty International UK, a client of Burnetts Associates as Potts admits in the column, is about to launch “one of the first donation responsive, strategy driven sub-sites in this country.” The site will “build a new kind of relationship and generate funds.”