We generally think of only companies or campaigns having value propositions — why a company exists or a marketing campaign will be successful. For nonprofit companies, communicating the value proposition effectively is necessary for survival.

Learn how you can add value to your page in order to drive donations to support your cause.

However, there is a value prop behind every action, including each email sent — why should people read your entire email or click through to a landing page? In the case of nonprofits, it seems this challenge is stronger, with no promise of a product at the end of the cycle.