In a recent article in Fundraising Success, Karen Taggart of Care2 explores offline vs. online fundraising. Many points seem to point to the benefits of online initiatives:

• Online campaigns result in higher average gifts
• Online approaches are particularly effective for emergency / current events related campaigns
• Online giving is expected to continue to rise
• Online fundraising is considerably less expensive than offline efforts

But another article by Abny Santicola points out that the most effective strategy is a multi-channel approach, not using just one or the other: “Numerous studies have found donors contacted via multiple channels are more valuable and give larger gifts than single-channel donors do. But analytics and match-back for integrated campaigns can be tricky because it can be hard to demonstrate how communication through one channel affected response via another.”

As I’ve posted previously, I definitely agree that using both channels together is definitely the best solution.  The challenge, however, is to get different parts of an organization working together that are accustomed to working separately.  This will only happen if those who are responsible for online strategies also recognize the benefits of integrating offline campaigns which clearly still have much to offer in raising funds and engaging constituents.