Non-profit organisations have two main communication goals: generating attention and support for social and societal concerns and to recruit as many donors as possible for the realisation of their projects. Online fundraising and campaigning therefore often go hand in hand. More and more Not-for-Profit Organisations (NPOs) are successfully utilising virtual campaigns as effective publicity for the launch of their agendas. From digital petitions to viral campaign ads, interactive online games and the targeted use of social media – the range of options today is almost unlimited. How to employ these techniques to transform newly interested parties and supporters into first-time donors and, ultimately, long-term supporters is of particular relevance for NPOs. Digital channels are also critically important for modern-day fundraising, offering countless benefits including speed, low transaction costs and the opportunity to address different target groups in a tailored fashion. However, to enable individual measures to yield their full potential, online fundraising strategies and virtual campaigns need to be individually planned and professionally implemented. There is no one-size-fits-all approach – but for every concern and each organisation there is a route to success.