Messages have most impact when they appear in different media. For example, an agency's hard copy newsletter or communications at special events, can spread the word about upcoming online chat rooms and board meetings. At the same time, success can be increased by repeating fund development messages on the Internet at relevant and high profile websites. For example, organizations can highlight fundraising campaigns at webmalls such as Charity Village . Organizations can also link together with like-minded organizations in order to reduce the costs of banner advertisements.
Online auctions can also provide profile-building opportunities that span many websites and media.
Fundraising requires building meaningful relationships with donors. Today's fundraising efforts also determine the effectiveness of tomorrow's campaigns. The long-term nature of fundraising means emphasizing relationships with existing and prospective donors. Developing such relationships requires getting to know donors well. Campaigns should use web technologies to collect, maintain, analyze and update information about donors and website cruisers.