Joe Wurzelbacher, the Springfield Township, Ohio, plumber who picked up the moniker “Joe the Plumber” after he questioned candidate Barrack Obama about his tax policies and began stumping for John McCain may soon have a new nickname: Joe the Fund Raiser.

On his Web site, Mr. Wurzelbacher announced his plans to establish a nonprofit organization at a sister site, http://www.secureourdream.org. Details are few, but he notes that as Americans, “We can help each other far better and faster than the government has ever been able to.”

Channing and Sean Rodman, siblings who work as nonprofit-communications consultants, aren’t sure Joe knows what he’s doing in this arena. On their “Social Ch@nge”:http://www.netfornonprofits.org/ blog they label his on-line effort an example of “what not to do” when looking to raise money on the internet.

His mission, audience, and call to action are unclear, they write.

“What’s the big picture, Joe?” they ask. “Show me the path that my money will take, from my hands, through yours, and make a difference in the world.”

While the site has a placeholder for a forthcoming forum, called Joe the Forum, the Rodmans say there should be links to Facebook, Twitter, and other social-media tools in wide use. And the pair pulls no punches when talking about the site’s layout, which they dub “crappy” and “bit circa-1995.”

Given that the pair’s previous blog entry described how the Obama campaign’s use of the Web was the smartest ever seen, perhaps there’s a little partisanship involved in their sharp critque of the Plumber’s fledgling efforts at fund raising.

Mr. Wurzelbacher himself seems unsure of what his charity work will ultimately look like, telling the Toledo Blade that he intends to raise money “for all sorts of charities and causes for fellow Americans.”

The charity site will be a companion to his political-watchdog site that pledges to check on whether elected officials are “living up to their promises” and not dictating to people about “how to live and spend their hard-earned fortunes.”

Mr. Wurzelbacher praised Americans for their generosity to charity. He also stated that he intended his organization to provide him with some income.

“Yes, I would make money to some degree from this charity Web site, but not a whole lot because a majority of the portion collected through this Web site would go to help fellow Americans get a decent living,” he told the newspaper.

Presently, his Web site is largely under construction, although you can preorder his as-of-yet unwritten book, Joe the Plumber: Fighting for the American Dream. He also invites visitors interested in donating to “our soon to be established nonprofit organization” to drop him an e-mail.

Mr. Wurzelbacher did not respond to a Chronicle e-mail request for additional information about the forthcoming charity.