Check out this interesting article about on-line fundraising by Michael C Gilbert on Nonprofit Online News.
Gilbert argues that raising funds successfully on-line to a large extent depends on tried and tested fundraising strategies applied to a new medium of communication and not so much on sophisticated technology. The latter should be the means to an end and not the end itself. As he says
"The ability to take credit cards online is like having a checking account. It's essential. But it's not fundraising. Just ask yourself this question: When was the last time you opened a bank account for a nonprofit and had a thousand people line up to make deposits?"
Go to Nonprofit Online News for more