Cover Story: Know Your Mission, 
Grow Your Mission

"With online you can tap in to the immediacy of the situation," Faircloth says. "For example, with the Haiti earthquake, you could have an e-mail out to your supporters and prospecting mailing lists within hours — and that's quite compelling."

He also predicts shrinking 
traditional, direct-mail donor bases that will have to be compensated for with robust e-mail lists and a fresh approach to how they're used.