ePhilanthropy: using the Internet to build support

For nonprofit organisations the Internet represents an unprecedented and highly cost‐effective opportunity to build and enhance relationships with supporters, volunteers, clients and the community they serve. As ePhilanthropy has emerged, organisations have discovered that consistent and deliberate e‐mail communication that drives traffic to the organisation's well‐organised and informative website has become the key to success. Charities should approach the Internet as a communication and stewardship tool first and a fundraising tool second. Success will come not from an emphasis on the technology, but on cultivating and enhancing relationships.