Online petitions aren’t a silver bullet — any more than a Facebook page or Twitter account are. Within the context of your non-profit’s advocacy, fundraising or marketing plan, digital campaigning should be integrated into your organisation’s goals. How can digital communications help build your organisation? Digital petitions are a subset of digital marketing/communications, just like your website, social media, email, SEO, pay-per-click advertising. If we were talking about for-profit organisations, online petitions would be considered lead-generation platforms.