Impulse Giving

Whether downloading music, purchasing groceries, or reading through the day's headlines, it's easier than ever to speed through your to-do list with a few simple clicks of the mouse. As it turns out, with fewer real world distractions, individuals are also more likely to participate in charitable giving when using the Web (and to donate larger amounts than their check-writing counterparts). According to a recent study by Target Analysis Group and Donordigital, citizen philanthropists donated an average online gift of $55, in contrast to the offline average of $33, in 2006. "People feel generous impulses all of the time," says Katya Andresen, vice president of marketing for Network for Good, one of the leading web portals for nonprofit giving. "The trick is to make it easy for them to act on it."

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