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Trends May Support Network-Centric Fundraising

Jim Moore points out some great trends and general guidance on the ways folks can fundraise online. Don't request money for a general organization. Jim thinks that the data is going to indicate that the way to get online fundraising to work effectively is to pitch specific projects. People are not interested in supporting a general nonprofit but they will pay for things that are "immediate, tangible, transparent and personal." This trend shows there is a potential for loose networks to raise funds. It is possible to raise support for activities without a major brand backing the operation.
The other interesting points to consider include: Trends seem to favor investment in specific, targeted political television ads over general contributions to MoveOn. org. Is this because brands are not as important as transparent strategy? Or is it that these efforts are appealing to a new type of investor?