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Digital-charity roadmap – Focus on Web-site operators

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By Todd Cohen

The National Society of Fund Raising Executives in Alexandria, Va., has developed guidelines for charities that team up with operators of other Web sites to raise money online.

The membership group, which is changing its name Jan. 1, 2001, to the Association of Fundraising Professionals and moving beyond North America to take on a global focus, has prepared a tentative draft of the guidelines.

Those draft guidelines call for charities to sign formal agreements with Web-site operators spelling out each party’s rights and responsibilities, such as who should register with regulators, who legally controls contributions, whether the charity can track its account in real time, whether the Web-site operator is capturing demographic data and, if so, who owns that data.

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