At first, nonprofit organizations started to use websites to disseminate their values, programs and fundraising goals. Then they added "give now" buttons and became interactive. They marketed. Donors responded and provided their credit card information for direct billing.
It was a very successful and productive model for both the nonprofit group and the donor. It complemented, enhanced and deepened the bond between donor and organization.
Some of the new fundraising techniques fall into the category of crowdsourcing/crowdfunding, an outgrowth of social media. Like-minded people use the Internet to create a common goal and often pool their resources to achieve that goal. Viral messaging has been followed by viral fundraising, which can create awareness and attract funding from new donors. It can be a fast, cheap and easy way to raise money.