March 1998
Philanthropy Journal of North Carolina • 5
Burke
Continued from page 4
P.l; Oi'ganizations, espocially
nonprofits, will bo looking for an
iinmodiato payoff to a Web presenc.'.
Uurke: Like every other nonprof
it, tliere's an oppoiTunity (jost as.soei-
ated with that inve.slment and like
many other nonprofits, people are
looking for immediate gratification.
This wlli take longer, but it has to be
done. The question no one knows is
how long is it going to take. But it will
come.
PJ: How is the Web informing
your strategy for developing support
ers of UCP’s work?
Burke: Awareness is key to sup
port. Every dollar begins with aware
ness of who you are and what you do
and why you do that. The Internet
will prove to he an area that allows
organizations to build awareness in
a way that the world has never wit
nessed. It’s more powerful than tele
vision.
PJ: Almost 50 years ago, UCP
was the first nonprofit organization
to use television to raise money.
Burke: At the time, raising
money on television was completely
new and never done before. Now tele
vision appeals are commonplace. In
the same way that UCP took that
step then, we are committed to tak
ing that step on the Internet.
PJ: You have confidence that
online direct mail will become a sig
nificant revenue source for nonprof
its in the future. But what about the
pressure for immediate results?
Burke: The argument is no differ
ent than in establishing a direct-mail-
program, or planned gi\1ng or a
major gifts program. Anyone who
has done that knows that there’s an
institutional impatience while wait
ing for the rate of return. You have to
stay the course and those who do will
be rewarded and those who don’t
won’t ever catch up.
PJ: How does the expansion of
the Internet compliment other trends
relating to the growth of philan-
Media
notebook
continued from page 4
for-profit and shifting revenue
from the for-profit to the non
profit. As a result, the for-prof
it pays less in taxes and the
nonprofit looks more efficient
in the eyes of donors and con
sumer advocates.
The use of for-profit sub
sidiaries also can provide lit
tle warning to donors that
abuses mi^t be taking place.
Big money on campus
Through its increasing
reUance on private fundrais
ing, public higher education is
“relinquishing the indepen
dent spirit” the schools were
established to promote, a for
mer university development
officer wrote in a guest opin
ion column Feb. 22 in The
Washington Post.
“These days, the influence
that used to come from the pub
lic via their elected officials
often comes from the private
sector — primarily from corpo
rations and wealthy individu
als,” wrote Nancy J. Brucker, a
former fundraiser for the
University of Oregon and now a
freelance writer and fundrais
ing consultant in Eugene, Ore.
Compiled by ToM Cohen
thropj"?
Burke: I have a personal belief
that the issue of our time is going to
be philanthropy I think we see the
edge of this issue with the actions of
such leaders as Ted Turner and
George Soros, i think li^'ve are a
number of factors to look at that sug
gest that we are just on the edge of
what could become the golden age of
philanthropy.
The Baby Boomer generation has
risen to a point in our economy where
thov can now 'dank abo.tl art! act
upon their own individual responsi
bilities. And I see complete and posi
tive change coming and people get
ting involved with causes and finding
a way to touch causes.
At the same time, the lnlern(.'t is.
as a medium, at the sanu.' crossroads
with what is going on with the Baby
Boom generation. It's going to meet in
a veiy powerful w'ay So tluit’s where
w'e re gouiL-
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, r
j I j pill It 15
..■i.-LL .if..
I I
N
R
N
"We must all work t05etKcr
to comkat kun^er and make sure
we arc proviclin3 food for tliose in need.
N ortK Carolinas first
fbod Recovery Summit is a step in
tke riglit direction and another example
of Nortk Carolinians leading the way
in the fiskt asalnst kun3er.
INorth Carolina Oovernor
James B. Hunt/^ Jr.
As the third largest agricultural state in the nation.
North Carolina has a plentiful harvest, but not everyone
shares in the bounty.
Learn how you can help provide, recover and distribute
food to the people who need it. Join us at the state’s
first Food Recovery Summit on March 13 in Raleigh.
Come to the table. Bring your thoughts for food.
Help erase the ignorance that feeds the hunger
problem in our state.
Call Susan Wilder at (919) 575-4490 for more information
and to reserve your seat.
^ I The event is sponsored by the N.C. Department of Agriculture and
^ Consumer Services and Miller Brewing Company, Eden, N.C. Fighting
Hunger is a national program of Philip Morris Companies, Inc.
ms
PHILIP MORRIS
VOKMMES I'M..
Co-sponsors are the Interfaith Food Shuttle, N.C. Cooperative Extension Service,
Second Harvest Food Bank of North Carolina and Society of St. Andrew.