Givenow.org, which went live last week, is the result of a collaboration between Charities Aid Foundation (CAF) and AOL Time Warner. The site is not slow to encourage tax-effective giving, with visitors who hit "donate
asked to fill in a simple questionnaire to enable the value of their donation to increase by 28 per cent.
While donors are prompted to register, so are charity fundraisers with a home page link to enable them to log their charity's details on the site. If donors then type in the charity's name or access it through a more general search by subject area, they are presented with a brief introduction to the organisation's work, contact details, a web link and simple option to give immediately.
More features will undoubtedly follow but givenow.org appears a little bare at present. A link to a selected profiled charity just leads to a one-sentence description of its work that is unlikely to convert an undecided giver.
The site also leads you to question whether internet users will suddenly be seized by the impulse to give to "charity". They may well want to support specific causes, but if this is the case, then why not go direct to the site of the charity? It is also unclear as yet if givenow will promote the less well-known causes.