To the Point: Online Fundraising in Six Easy Steps

2. Create compelling content.

Now that you have a list of prospective donors, you have to give those donors a reason to give. This means creating content that showcases the work you do and illustrates how donors can make a difference. Don't assume that your work can stand on its own. You also have to tell your donors what's in it for them. In other words, how will they benefit from investing their precious time, talents and treasures in your organization? This is called "donor-centric" communication, and it's a shift for many nonprofits that are used to waxing on and on about how great they are.