Fundraising is quite a different game then it was even just a few years ago. Mobile and social media has donors constantly distracted (and bombarded) with messages from friends, brands, and competing causes.
For nonprofit marketers this shift means embracing a donor-centric approach that moves from interruption to invitation.
For example, Human Rights Campaign often presents a fundraising ask only AFTER a supporter signs a petition. Their assumption (a correct one) is that people signing a petition are more likely to give.
After signing a recent petition supporters were encouraged to buy a t-shirt: