How to reach the next generation of donors

From the Guardian:

“Charities hit by falling donations over the past year yesterday welcomed figures showing online fundraiser justgiving.com had channelled more than £250m to the sector since its launch in 2001.

The Charities Aid Foundation (CAF), which advises good causes on fundraising, said the private company was enabling charities to tap Britain’s youth with viral marketing and sophisticated processing technology for online donations. Smaller charities, which find it costly to raise funds and track donations, benefited the most, CAF said.

Charities need all the help they can get to target a new generation of donors after a recent drop in charitable giving. According to the latest figures from the National Council for Voluntary Organisations (NCVO) and CAF, the proportion of the population that gave to charity in 2006/07 dropped to 54%, down 3% from 2005/06.”

Similarly to the Community Fundraiser, a charity utilises with justgiving.com the trust network of an individual to raise new donations.