Non-profit information provider GuideStar has added an online donation function to its web site. Now, visitors can research charities and then donate to them--all on the GuideStar site (www.guidestar.org).
Visitors don't have to register to take advantage of this new feature by GuideStar, which offers information on the programs and finances of more than 1.7 million IRS-recognized non-profit organizations.
If we were looking for a great holiday-themed news brief for our industry, I think we've found it here. With the spirit of giving that emerges at this time every year, this is the perfect time to launch such a service. It's practically a given that it will get much use this month.
Overall, though, it makes perfect sense for GuideStar to provide this new feature. The Web has caused the consumer's preference for one-stop shopping to increase. If given the choice to locate a worthwhile charity and donate with just a couple of mouse clicks (on the same site), many consumers would likely want to express their generosity in this manner.