Internet philanthropy works when you foster community and erase the once massive boundary between an organization and its constituents. On the Internet, the community IS the organization. Create a dynamic where people are moved to invite other people to join. It’s not a one- to-many relationship, it’s a many-to-many relationship. It is a relationship that is based on hope, not pity. Give users incremental rewards daily and appeal to motivations other than despair.
Matt Flannery