Harry Gruber Quotations

Philanthropy is entertainment with a purpose. For the consumer, giving online is all about emotion -- they expect to feel as good or better than when they go to eBay or Amazon. That means the non-profit's site needs to offer engaging stories, compelling artwork, and powerful viral marketing tools.

This completely revolutionized the orientation to online overnight. Literally millions of people were donating online...that was the beginning of a general belief that anyone would donate online.

Given that the Internet is a great one-to-one marketing tool for consumers, it's not surprising that -- if non-profits do their jobs well -- people are happy to donate online.