The idea behind online crowdfunding - a group of people coming together to collectively raise money for one big idea - has roots that are not grounded in technology, but rather in communities, reports The Vancouver Observer. WalkAmerica events have been taking place since the early 1970s, encouraging masses of individuals to collaborate in order to support an important cause.

Now, the organizations behind these events are developing digital presences to make giving easier for prospective donors, while also serving as better ways to relay information about the campaign's progress and success, the source adds.

"People want to have their own story and brand represented on their campaign site," said Chantal Schauch, founder of online platform Climb For Change, a site which connects donors to fundraising projects. "They want more than the simple mass market fundraising pages."

This model has proven beneficial for individuals who are tackling feats to encourage contributions, but also for communities looking to rally in support of local issues. ROC The Day, an online fundraiser that will raise money for hundreds of nonprofits in the Greater Rochester Area will take place on December 12, 2012.

As foundations tap into emerging digital channels to raise funds online, they can benefit from nonprofit fundraising software that tracks incoming donations and quantitatively measures the success of their efforts.