Michael Stein

Sure, raising money online is a bit more 
complicated than renting a mailing list and testing various packages on the names to see what works and what doesn’t. For starters, in the spam-challenged online world, you need donors’ permission to continue communicating with them. And to be sure, your organization can raise serious cash online without sending a single e-mail, particularly during December when many donors seek you out. Heck, you can even raise a few dollars (but only a few) on Facebook these days.
But eliminate all the jargon and the steady 
stream of innovative ideas, and you’ll find that acquiring donors online boils down to five key steps.