Large numbers responded to the call for aid, via social media and communications tools that are second nature to folks born since 1982. Google "Philippines" and "aid," and about a dozen aid organization websites, from the International Rescue Committee to Médecins Sans Frontieres, orbit above and to the right of your search results. Millennials, he says, use two main filters for their philanthropic decisions: "big, vivid images and calls to action on TV and their network of friends." Sure, at PBS fund drives or the telethon for muscular dystrophy, those banks of operators are waiting for your call. "On the sophisticated side, they know exactly what digital tools to use, to find out more about the cause and ` where my money is going,' and then make their donation." The full toll is not yet known, communications and access routes are far from restored, and aid has been slow to reach stranded, isolated victims. Digital giving has steadily increased in popularity: A Pew Research Center survey found that as of 2011, people under 40 were just as likely to donate digitally as by other means. You had an ideal connection between a generation already cause-oriented and that media combo. Could this be an opportunity for what some call the "new philanthropy"? The quickest way to send $10 is via text message. As of Thursday, the Red Cross had reported it had collected $11 million in donations and pledges in its Philippines relief fund. Both emotional and sophisticated, millennials are what Feldmann calls "impulse philanthropists": "They see something on TV, the Web, their mobile device, and they decide to text some money. The full toll is not yet known, communications and access routes are far from restored, and aid has been slow to reach stranded, isolated victims. Could this be an opportunity for what some call the "new philanthropy"? Digital has changed the face of philanthropy for both aid groups (which craft the call) and donors (who hear it and act).