People to People Fundraising: Social Networking and Web 2.0 for Charities
The Next Generation of ePhilanthropy

Sunday, June 27, 2010 P2P Issue 37: Todd Cohen @ Philanthropy Journal, Ed Norton Launches, 14 Free Podcasts, iTunes   VOLUME 1 ISSUE 37  
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Todd Cohen, Editor and publisher, Philanthropy Journal on Nonprofit Coach Radio Show (Tomorrow @ 12 Noon Eastern)
Ed Norton hopes to change online fundraising with Crowdrise
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Ed Norton hopes to change online fundraising with Crowdrise
by Doug Gross, CNN


Ed Norton hopes to change online fundraising with Crowdrise

Doug Gross
  • Norton, colleagues have set up a web community of volunteers, fundraisers to support causes
  • Crowdrise lets users register a cause, ask for donations, communicate with supporters
  • Large, small nonprofits already using Crowdrise

New York (CNN)
-- Don't think raising money for nonprofits is an overly sexy undertaking? Don't tell actor and activist Edward Norton.

"Crowdrise is pretty much the most fun you can have making a difference without taking any illegal substances," Norton said about the online initiative he announced Tuesday at the Mashable Media Summit.

The summit, co-sponsored by, is part of Internet Week New York.

At, Norton and his colleagues have set up what they hope will become a crowdsourced community of volunteers and fundraisers to support a host of causes -- from global environmental threats to local clean-up projects.

Norton, a longtime activist who's been involved in issues ranging from environmental protection to affordable housing, took his first plunge into online fundraising last year.

He ran the New York City Marathon and, in the months leading up to it, took to Twitter and a website to raise pledges that would go to the Maasai Wilderness Conservation Fund -- a charity working for sustainable development in eastern Africa.

In that effort, Norton and other supporters offered gifts and other incentives to inspire giving.

"When we came out the back side of it, we definitely felt it was like a beta test on how to create a good tool for anybody to do the same thing we were doing," Norton told CNN. "We took a lot of lessons we learned from the Maasai run and created something that anybody could use."

Norton, whose credits include "Fight Club" and "The Incredible Hulk," said his group wanted Crowdrise to be fun and easy to use.

It lets anyone create a profile, register a cause, ask for donations then communicate with supporters in creative ways.

Nonprofits already using the site include both large and small organizations.

"Crowdrise is the only website that makes it so easy to turn our base of passionate grassroots advocates into a base of passionate fundraisers," said Danielle Murray, associate director of the Conservation Lands Foundation.

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P2P Issue 36: Beth Kanter, The Networked Nonprofit, Patricia Pasqual Live!, Mapping Giving, Summer Break
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P2P Issue 35: Paulette Maehara On The Radio, 4 Ways Social Networking, Webinar Tuesday, June Experts
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P2P Issue 30: Kendall Webb,, Convio Goes Public, 2010 eNonprofit Study Released
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P2P Issue 29: Pre-Earth Day Radio Show, Win $100, Library of Congress, Ning Faulters, Build Your Own Social Network
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P2P Issue 28: Jon Carson, Online Auctions, Digital Leap, Internet Management, Clean Facebook, Be My Guest
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P2P Issue 25: Radio Show Monday, Leap April, Aussies & Canada, DoGooders
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P2P Issue 24: BlogTalk Radio, AFP International, Twitter and Facebook Mobile, ArtezInterAction
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P2P Issue 19: Facebook Community Building, New Ways To Raise Money, LinkedIn, Sell Tickets, See You In Charlotte
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