The website will have 1) His history/ current situation/ goal. 2) A set monetary goal and its uses - and an online counter. 3)Donation page and download of free content (art by him or coupons from near by establishments. What would move you to support and donate? An awesome website? A great video? Really fun perks?
This business already exists. HandUp is leading this space, and working with local governments to grow in a way that is meaningful for the cities they spread to.
I am not involved with HandUp, just a fan.
However, to answer your question - the story (video or written) is what is going to move people to donate. A personal video (preferred) or narrative that tells how they got to this point and where they are going is what is going to drive donations.
And As someone with non-profit fundraising experience with a number of organizations with diverse missions, I would say that goes for just about anything you are trying to raise money for. People buy into a good story.
Happy to talk to you more about it. Good luck!