In working with various kinds of non-profit organizations (large, small, healthcare, education, etc) SocialRaise gets asked about the return on investment of online fundraising. Our first answer is always, online fundraising is more than just a "donate here" button on your website. Real fundraising is the same in person, by phone/mail or online. You need to have a plan, engage your constituents and manage the relationship carefully. So, the short answer is yes, it is worth the effort, but only if you do it properly.
Recently there has been some great research done, and articles written, that show the tangible value of online giving and the fact that online givers tend to give more and are planning to keep giving even as the economy struggles. Here is a link to a recent article.
Philanthropy Journal's article: "Donors plan to cut giving, study says"
And if you'd like to learn more about how to "engage" your audience to drive more donations, check out one of our recent blogs:
SocialRaise Explains 5 Ways to Improve Nonprofit Engagement