By Mira Allen and Laura Quinn
Online donations should be an important piece of almost any organizations’ fundraising strategy. While online methods won’t replace direct mail anytime soon, they can reach a different audience and often are more cost efficient to run than more traditional campaigns.
But just as a new ability to accept credit card payments over the phone won’t suddenly make the phone start ringing off the hook with eager donors, adding a donation button to your Web site isn’t likely to bring in much money on its own. The key is integration of these online methods into your communication mix."
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