"Is offline fundraising dead?" This is a repeated question we are hearing from our nonprofit clients and friends. While I will never throw in the towel on those important face-to-face encounters with donors, I do believe organizations find new opportunities to generate support online. Online donation campaigns typically require fewer funds and labor hours to accomplish lofty fundraising goals.Best practices in the nonprofit sector aren't always the most efficient fundraising techniques. Instead, many organizations cling to the way things have always been done and old habits die hard. In the offline world, those best practices are very present. In the online world, nonprofits are revealing a new side of their personality - boldness! Nonprofits of all sizes seize their moment to be seen and heard. They also happen to collect money to support their mission at the same time.

I must caution that neither approach will work without proper planning and goal setting. Every organization needs a unique strategic approach to reap the greatest rewards. Both online and offline fundraising require clear communication with constituents and building an emotional connection. Offline, the Rainmaker, aka Executive Director, President or CEO of the organization leads the charge - shaking hands, making connections and developing relationships that will hopefully lead to commitments of financial support. Online, an organization has the ability to take the conversation from 1 to millions, minimizing the time required for the Rainmaker to participate, but still keeping the ability to generate much needed funds.

Annual appeals, friend-raisers and fundraising dinners all come with price tags much greater than creating a Twitter campaign or adding a fundraising widget on Facebook. In my opinion, both channels of fundraising are critical to the vitality of an organization and neither should be ignored.

For those organizations whose fundraising traditions are deeply rooted in offline strategies, continue to do so. But don't ignore the power of the online world to strengthen those relationships and develop new ones. At your annual fundraising event, incorporate text to pledge donating, arming your Host Committee members with the tools they need to collect micro-donations in the weeks leading up to your event. Finally, identify ways to keep the conversation going online so that your online presence can be a continual source of revenue. All of these techniques allow a greater pool of people to be a part of the change you seek to create.

To all of our friends making noise in the online world, like the Great Wizard of Oz, eventually you must reveal yourself from behind the curtain of the virtual world. Find ways to bring your donors together and share your plans. Honor those individuals that have exhibited exemplary work. With any face-to-face event you decide upon, you can place your spin on it. No matter how successful your online campaign is, remember at some point you do need to take it offline.

Here are a few links to check out for examples of online fundraising success:

Fundraising 101
Secrets of Micro-Fundraising
TechSoup
Neoaid Leverages the Web

We'd love to hear about your success -- let us know what you're doing!