campaign fundraising letter presentation
Post on 13-Jun-2015
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Delivering Your Perfect Pitch
Delivering Your Perfect Pitch
Crafting an Effective Fundraising Letter
Crafting an Effective Fundraising Letter
@MatthewHarney matt@harneycoster.com (405) 503-6258
Fundraising LetterFundraising Letter
Essential fundraising method of any campaign
2 kinds: “Cold” Prospecting Re-solicitation
Essential fundraising method of any campaign
2 kinds: “Cold” Prospecting Re-solicitation
@MatthewHarney matt@harneycoster.com (405) 503-6258
What you’re looking at with a “Cold” Prospecting Letter
What you’re looking at with a “Cold” Prospecting Letter
Significant investment of time Results are typically low dollar donors Lower response rate Break even=success Risky Goal: Generate fresh donors who can be
re-solicited
Significant investment of time Results are typically low dollar donors Lower response rate Break even=success Risky Goal: Generate fresh donors who can be
re-solicited
@MatthewHarney matt@harneycoster.com (405) 503-6258
ProspectingProspecting
Focus on a particular group with real support potential to candidate/campaign
Examples: Political party donors Other campaigns Interest groups Specific occupational group
Focus on a particular group with real support potential to candidate/campaign
Examples: Political party donors Other campaigns Interest groups Specific occupational group
@MatthewHarney matt@harneycoster.com (405) 503-6258
Re-solicitation Letter Facts Re-solicitation Letter Facts
Substantial portion of revenue Virtually no risk Small investment of time Every donor should be re-solicited
Substantial portion of revenue Virtually no risk Small investment of time Every donor should be re-solicited
@MatthewHarney matt@harneycoster.com (405) 503-6258
Physical componentsPhysical components
Outside envelope Letter Return envelope or reply card Additional Insert (optional)
Outside envelope Letter Return envelope or reply card Additional Insert (optional)
@MatthewHarney matt@harneycoster.com (405) 503-6258
The letter itself…The letter itself…
Intro: Provocative vs. making a connection
Appeal to human emotion Provide update on your campaign Highlight your supporters Don’t bury your ask Include specific amount(s) Communicate urgency
Intro: Provocative vs. making a connection
Appeal to human emotion Provide update on your campaign Highlight your supporters Don’t bury your ask Include specific amount(s) Communicate urgency
@MatthewHarney matt@harneycoster.com (405) 503-6258
More on the letter…More on the letter…
Describe how the funds will be used
Be specific & ensure accuracy Mention opponent’s miscues Aesthetically pleasing Remember perspective
Describe how the funds will be used
Be specific & ensure accuracy Mention opponent’s miscues Aesthetically pleasing Remember perspective
@MatthewHarney matt@harneycoster.com (405) 503-6258
A bit moreA bit more
Refer to website or other way to get more info
Consider utilizing an insert Newspaper or online article Visual Convey action
P.S., use a P.S.
Refer to website or other way to get more info
Consider utilizing an insert Newspaper or online article Visual Convey action
P.S., use a P.S.
@MatthewHarney matt@harneycoster.com (405) 503-6258
Don’t forgetDon’t forget
Proofread Be a team player: Remember your
approval process Consider it public information
Proofread Be a team player: Remember your
approval process Consider it public information
@MatthewHarney matt@harneycoster.com (405) 503-6258
Specific to Re-solicitations…Specific to Re-solicitations…
Acknowledge previous contribution Create rapport by expressing
shared vision Personalize request by making
specific ask Provide a new reason for
contributing
Acknowledge previous contribution Create rapport by expressing
shared vision Personalize request by making
specific ask Provide a new reason for
contributing
@MatthewHarney matt@harneycoster.com (405) 503-6258
Stay focused by remembering to askWhy will the donor give?
Never forget that you should aim your pitch at their motivation!
Stay focused by remembering to askWhy will the donor give?
Never forget that you should aim your pitch at their motivation!
@MatthewHarney matt@harneycoster.com (405) 503-6258
Measure Your SuccessMeasure Your Success Record universe (who & how many) Total cost Date mailed # of donors Total amount contributed Calculate average contribution and contribution rate
Record universe (who & how many) Total cost Date mailed # of donors Total amount contributed Calculate average contribution and contribution rate
@MatthewHarney matt@harneycoster.com (405) 503-6258
@MatthewHarney matt@harneycoster.com (405) 503-6258@MatthewHarney matt@harneycoster.com (405) 503-6258
Delivering Your Perfect Pitch: Fundraising Letters
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