“Let me tell you about the very rich. They are different than you and me.”
“Yes. They have more money.”
That famous literary exchange between F. Scott Fitzgerald and Ernest Hemingway took place more than 70 years ago, and yet the question persists.
In philanthropy, we wonder whether the most generous donors represent a fundamentally different charitable mindset, or whether they simply have more money to give. With the advent of Internet communications, the question takes on new urgency: What role, if any, can the Internet play in cultivating, securing and stewarding major donors?
This study aims to make a contribution toward a useful answer.