Communications is a key part of nonprofit work, but it is also where nonprofits typically fail to allocate sufficient resources. Communications budgets are usually small or non-existent, and the skills that staff need to properly manage something like social media is often taken for granted. Online visibility is a big part of fundraising, but it’s not magic. To be clear, you can raise some money, and run substantive campaigns online -- if you have a solid campaign strategy, skilled staff, and an appropriate budget. A donate button or a few tweets are not going to do it!