Friday, December 07, 2007 "But at this point, the buzz surrounding viral philanthropy is greater than the substance, said Michael Nilsen, director of public affairs for the Association of Fundraising Professionals: 'It's one of those things that are being talked about a lot.' But Nilsen did suggest that a larger societal shift toward more philanthropic engagement was occurring. Online technology, allowing video testimonials and increased interaction, plays to those needs, according to Nilsen. Citing studies by the Pew Internet & American Life Project, he also challenged the idea that people under 50 were the sole audience for this style of interactive philanthropy."

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