Ask your donors.
What your prospective donors have is a basic question. "Can you give me one good reason to support your organization?" And what is usually the case is that you flood your prospect with far too much AFTER information. It's a simple question and it deserves a simple response. A complex response gives your prospect another problem -- too much information to sort out.
To raise money you need to have one compelling reason to support your organization. And you can gather that information by talking to a number of your donors. Ask them why they support you. You'll likely find they can give you one good reason. And many of them are probably saying roughly the same thing. Let your happy donors help you identify their one good reason for selecting your organization, and provide only that one good reason to your prospects. You may shorten the decision cycle greatly, and they may leave you with lots of additional information about other services and activities to provide them when they become a donor.
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