Richard C McPherson

Conversion of a techno-sceptic

Digital giving book

by Richard C McPherson

Only a few things in life are worth missing a flight for. I’d like to tell you about two of them. The first is merely amusing but the other, I think, you will find of more value. The first was only the second flight I’d missed, ever. It was going to Oslo, Norway, but I was stuck on London’s Hammersmith roundabout…

Review by Ken Burnett.

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About the author

Richard McPherson pioneered fundraising campaigns in both the civil rights and conservation movements, and served with Earthwatch before founding Philadelphia-based McPherson Associates Inc. The agency represents leading PBS and NPR stations, higher education institutions, conservation organisations, women’s health and advocacy groups, and international organisations. 

Long known for innovation with traditional media, Richard has emerged as a leader among internet strategists and is the author of the acclaimed book Digital Giving: How Technology is Changing Charity (2007, iUniverse, a Barnes & Noble Company).