Good Things Come ...

However, in those early years we also realized pretty quickly that online donors didn't just stumble upon your website on the Information Super Highway. Rather, they needed to be presented with a great, big, flashy exit sign to "Donate Now," which gave rise to the all-powerful e-newsletter. Nonprofit fundraisers spent the first decade of the 21st century perfecting e-mail communications and fundraising. To this day — but for how much longer no one knows — a click in an e-newsletter is still the greatest source of traffic to your Donate Now page and by far the most successful means to raise dollars online.