The Case Foundation - who know what they are doing - share what they have learned about on line giving in this report. Here is how they summarize their experiment:

"In December 2007, our team launched our first online Giving Challenge..... As the 50 days of the Challenge went by, we would periodically gather around the computer in my office to watch the leaderboard. Would we see the large national nonprofits trump the little guys  ‐‐ or would the smaller, more nimble organizations do a better job mobilizing their online networks? How were people using social media tools such as blogs and videos to spread the word and reach new audiences? Were the prize levels right, and would they provide enough incentive to drive people to action? In the end, we couldn't have predicted a more fulfilling outcome.

Perhaps this is something the Community Foundation can spearhead in Utah?