If you're serious about raising funds online, solid email appeals, a strong and easy-to-use website, and both of them integrated with what you're doing in direct mail are what you need to focus on.
As About Nonprofit Charitable Orgs notes, at More than Half of Older Americans Use the Internet and Email, older people, the real donors that drive fundraising growth, are increasingly interacting with charities and giving online:
If you're still thinking that older people are only fishing your fundraising letters out of their mailboxes or are missing out on your email newsletters, think again. It's really the older crowd that constitutes a big share of multichannel donors....
That's right. Getting your act together online is a matter of keeping up with where your donors are.