FundRaising Success Geoff Handy

An Action Appeal Oct. 11, 2005 By Abny Santicola, associate editor, FundRaising Success Geoff Handy, director of e-community for Washington, D.C.-based animal-welfare organization Humane Society of the United States, advises nonprofits to create Web sites that both advocate and fundraise by focusing more on online campaigns than online fundraising appeals.   A primarily direct-mail driven organization, HSUS raises just less than 2 percent of its adjusted gross income online, Handy says. While the organization is cautious in terms of integrating its online and offline campaigns and is beginning to consider testing to integrate and coordinate direct mail and e-mail, it's found success using the Web