Social media fundraising is driven in part by relationship building and in part by the perception of an immediate need. Effective campaigns are often carried out in response to a specific event that triggers many networks into action simultaneously. A successful social media fundraising campaign can be compared to a successful gala event, in the sense that both are a culmination of months of outreach and relationship building. It’s estimated that only 5 to 7% of nonprofit donations currently flow through online channels, and most of this is via donation pages on organization websites. Social media is still a bit player in the fundraising space, and if it is ever to achieve a more important role it needs to be closely integrated to existing donor databases and target the development of loyal donors for the long term.