Well-written, visually-compelling, and creative content emailed, posted, and shared at the right time and at the right intervals is the secret to successfully converting a passive supporter into an active donor.

Online donors are inspired to give to your station through multiple communication channels, depending upon their personal preferences and demographics. Baby Boomers respond best to a call to give on-air or through print fundraising appeals. Gen Xers are most likely to give as a result of an email sent during a pledge drive. Millennials and Gen Zers are most often inspired to give in response to posts on social media. To be successful at online…