Big news in the progressive service provider world — Fenton has bought DonorDigital.

Not a huge shock that DonorDigital was ripe for a takeover. The firm has not been pulling in the clients it needs to succeed. And since they shared offices in San Francisco, Fenton makes a suitable suitor.

But the big news is that Fenton is now smack dab positioned to be in the online advocacy world. That’s a pretty serious departure from their core strength (media strategy & relations). Here are the fabriquotes from the press release:

“Our clients will benefit by combining current and next generation communications services. This is the future of multi-channel advocacy communications.”

“Together we can help clients develop integrated online and offline strategies for communications, advocacy, fundraising and marketing.”

“Fundraising and program activities can no longer be kept in separate silos if social change organizations hope to have maximum impact.”

The question is, can Fenton’s position as the (fairly) undisputed leader of progressive media relations translate into leadership in the online strategy realm? Do they have the talent or formula to corner that market, too? And can they really, effectively combine online and offline media services — when so few nonprofits and campaigns combine the two internally? “Integrated online and offline strategy” makes for nice marketing materials. Can it be exectued to Fenton’s high standards?

If anyone knows any scuttlebutt from the inside, I’d be curious to hear it.