Fundraising organizatios are finding the Web an invaluable tool, not only to provide a revenue channel but also to connect with their donors. The United Way of Greater Rochester uses its online presence to ask for donations, coordinate campaigns, explain its mission and goals, outline its operating methodology, and provide some detail about day-to-day impact the organization has on the community.

Donating to the United way through the web interface could not be simpler. Two clicks and you're at the credit card information screen. This streamlining of the giving process facilitates impulse donation and reduces "buyer's remorse," so to speak.

In outlining long-range plans, the site takes a more roundabout route. The front page splashes a few vague highlights about how the United Way helps our community. Thew writing would be stronger if, as in prior campaigns, examples of actual individuals assisted by UW agencies were highlighted. When you donate money, you kinda want to see where it goes, and the splash page is the place to do it.

The most concrete example of who has benefited from UW support can be found on an interactive map that tells visitors how many people were helped, but not how or through which agencies.

Also, I'm not sure about the campaign tagline: "We Don't. You do." I understand that the wording was chosen for its impact; it's almost a challenge. But If they don't, why am I giving them money? It seems like a minor point, but in a web environment, with only seconds to grab someone's attention, the challenge approach which might work very well in a United Way employee meeting could be supplemented on the website with something a bit more positive.

One very good thing the site does is use a blog to show the community exactly what the organization is doing. Several people, most of whom seem to be United Way workers, contribute to this journal.

The blog could be stronger. Perhaps it's due to privacy issues, but the writing is vague. there could be more mention of specific people who've benefited from the work of the United Way. Also, it comes across as a bit "sales-y" in a WXXI fund-drive sort of way. Still, the blog allows the United Way to talk to donors and community members in a more informal, illustrative way than is possible with the copy on the website. Through links and tags, it also provides a portal into the site that does not require a premeditated decision to visit on the part of the user. Finally, the ability to comment, and have comments replied to, really gives the sense that the agency relates to people on the personal level as well as through community organizations.