While online giving still accounts for only a tiny fraction of annual charitable giving, it is important for organizations, large or small, to take advantage of this giving vehicle. Online solicitations are most useful for emergencies, or as a supplement to political campaigns, capital campaigns, or if your organization is raising funds for a specific project or fund.

Coordinating the timing of online and offline appeals that focus on the same topic is the best way to show – and not tell – your donors how important that topic is. Email messages alerting donors to an appeal that will soon arrive in their mailbox underscores the importance of that specific campaign. Likewise, an email sent a week after they receive a direct mail appeal, reminding them of the importance of their contribution, shows donors how valuable they are to your organization's effort.

Perhaps most importantly, while email will never be a replacement for direct mail, multiple studies have shown that the most profitable donor is a multi-channel donor. Faircom New York provides a wide variety of coordinated online and offline appeals, such as the Human Rights Watch Impact annual report shown at right.