Đối với một kiểm tra chi tiết hơn về gây quỹ (offline và online) thực sự tích hợp, người đọc nên chuyển sang chương 3. United Way của New York rất cần tiền để cung cấp dịch vụ trong các hậu quả của vụ tấn công 11 Tháng Chín. United Way Toronto muốn giúp đỡ, và nó tìm thấy một cách thức thông qua Tribute to Heroes Telethon. | 310 THE FUTURE OF ePHILANTHROPY the ideas of fundraising integration came into their own. For a more detailed examination of truly integrated offline and online fundraising the reader should turn to Chapter 3. The United Way of New York desperately needed funds to provide service in the aftermath of the September 11 attacks. The United Way of Toronto wanted to help and it found a way through the Tribute to Heroes Telethon. The telethon was simultaneously broadcast in Canada as it went to air in the United States. However Canadians couldn t call the 800 number that would appear on the . broadcast. The United Way of Toronto decided to quickly implement an offline online solution 1. Use a Canadian 800 number for Canadians to call in to the United Way of Toronto donation center. 2. When donors called in the in-bound telephone volunteers would have a computer screen with the United Way of Toronto Web site giving form ready to process the gift. 3. Once the credit card was processed automatically through the Web page the telephone volunteer would ask for the donor s e-mail address and tell the donor that they could receive an electronic tax receipt attached to their e-mail in Canada every donation over 10 must be officially receipted . In 48 hours the whole system was set up over 6 000 online gifts were processed totaling more than 500 000 with an average gift of 81 and the majority of the callers received their tax receipt via e-mail within 24 hours. This was an incredibly elegant integration of offline and online media. But even if the creative and integrated approaches and underlying technology are changing and improving has the demographic profile of the online donor changed as well The only rolling study of online giving in one organization has been conducted by Greenpeace Canada three times over a six-year period. In 1998 2000 and again in 2002 the organization surveyed through telephone and e-mail online donors for those years see Exhibit . The results of .
