With online giving, donor pockets and nonprofit coffers are separated by a few easy keystrokes. Yet many philanthropists refrain from sending their money via the ether. A new survey shows why: Some 27 percent of 1,300 donors said they either didn’t know about or could not find their chosen charity’s online donation option. Researchers at the Center on Philanthropy at Indiana University call this problem the “information gap,” and urge nonprofits to communicate clearly about how to give on the Internet. The graphic at right shows respondents’ No. 1 reasons for not using the Web to make donations.
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