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Wake up to the web

Why aren’t charities making the most of online
opportunities? asks Sarah Hughes

8 November 2002

Despite the obvious benefits, and some of the dynamic work already being undertaken, many charities have yet to be convinced about the value of online communications. According to the Tate Bramald Research Project 2001, the leaders of 34 per cent of charities surveyed believe e-commerce is either irrelevant or unimportant when it comes to increasing income. With such a dearth of director-level buy-in, the only headway most charities are making when it comes to new media is through the efforts and determination of individual members of staff. These ‘champions’ take ownership of a particular project, develop the skills necessary to ensure its success, and build a tried and tested model that the rest of the organisation will have the confidence to use. One of the key reasons for such a cautious approach is undoubtedly the lack of a voluntary sector benchmark against which charities can measure their activities. But in the absence of such a benchmark, charities should look to alter...

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