Book: ‘Social Media Tactics for Nonprofits’

As with any new channel, just like online fundraising, it will complement, not replace, traditional channels and will take a long time for fundraisers to get to that comfort level that they have with traditional channels. While there are examples of fundraising campaigns that are solely run on social media, they aren't as "sticky" for donors and will face the need to constantly be reinvented, and are, therefore, not as sustainable as a multichannel approach.