Come on, you know there’s no such thing as a free donation.

By Steve Kehrli

What an exciting journey we’re on with our online fundraising programs. Every day we’re out there innovating and helping our donors find purpose and fulfillment while strengthening our causes. The opportunities and challenges we face are intense in the online medium, and they take hidden resources that make it clear there are no free donations.

I would love to hear any additions you might have to this list. Send an e-mail to stevek@peta.org and tell me your favorites. Oh, and how you measure these investments — that’s a whole different article. FS

Steve Kehrli is development director at PETA.