The gist of the article is that online fund raising is not the same as direct mail online. Online donors are not ATM machines, and they can’t be expected to treated as such, if you want to them to come back and give again. Similarly, the approach of email blasts to all of your constituents once a month is not the best approach to achieving maximum revenues either.
The strategy must involve a relationship-based approach. There needs to be human interaction involved on the other end of the computer. People want to feel like their concerns or opinions are being validated online, similar to a personal interaction. In other words, the online process should be treated as similar to major gift fund raising. It is relationship building. Otherwise you can never expect to achieve increased revenue through social media efforts or web platforms.
This is a pretty logical and sensible statement. I would love to hear stories of the best and most successful online programs to date for nonprofit groups. Because to this point I haven’t heard many examples of social media and online donations to be stronger than face-to-face visits and in-person asks.