Cyber money is just as green

It used to be that only sex generated money on the Web. Well, some nonprofits gone wild have sultry success stories to tell.

The World Wildlife Fund’s ClickReward program, “Miles for the Wild,” raised $23,000 its first year, 1999. Donors received two “ClickMiles” per dollar. The next year, the program was swinging from the trees: $465,000 in online contributions. Sure, there was a one-to-one match for donations of $200 or more that raised $400,000. But, the progress was worth a Tarzan yell.

The Marine Toys for Tots Foundation launched a campaign online that raised more than $200,000. Donors got frequent flyer miles by clicking through to donate. Its first year also was 1999, generating $70,000. The following year the organization doubled donations -- soliciting the 400 donors from the previous year as well as a new list of 5 million names.

Need more evidence of the value of online campaigns?

• World Vision put its gift catalog online. A coordinated program for telephone and online. Orders of medicines and dairy goats for needy people around the world raised $1.6 million during the Christmas 2000 season.
• Cabrini Mission Foundation generated $160,000 to thwart the spread of HIV/AIDS in Swaziland, Africa. Another online campaign raised $50,000 for Cabrini without a single email solicitation. Donors were attracted to the site through educational information.
• Emails worked for nonprofit radio station WBEZ in Chicago to raise $135,000. It held an online pledge drive through an email sent by radio personality Ira Glass, host of “This American Life.”
• The National Arbor Day Foundation’s 2001 online campaign brought out the vote -- to name the national tree. The campaign logged $20,230 in gifts as well.