In the press About UK Fundraising Fundraising UK Ltd in the news Fundraising UK Ltd and its director Howard Lake are often interviewed on Internet fundraising issues and have featured in various publications. Here are a selection of features or comments on the company's work. One of the leading commentators on the area, Howard Lake, believes the reason charities have not benefited from the Net is because they have not understood how it works and what it can do for them. The author of the first book about Internet fundraising, Direct Connection's guide to Fundraising on the Internet, and the founder of the first site in the UK trying to get online donations, Fundraising UK, Mr Lake says that charities have a long way to go in embracing the Net's potential. In terms of income generated, UK charities have gained less than US charities.
CHarities have to gain an understanding of how people use the Net.
They use it for entertainment. Moreover, Mr Lake argues that potential donors are being irgnored because of misconceptions about who is using the Internet. For example, hardly any sites are targeting older people, even though bequests make up a massive part of most charities' income and older people are increasingly logging on. But this approach, if carried out effectively, should lead to closer links with supporters and therefore a growing likelihood of increased donations. He points out taht charities are increasingly recognising the potential of regular customised e-mail communication with supporters.