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Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

© 2015 Ignited Fundraising. 1

Presenter: Lori L. Jacobwith, Founder, Ignited FundraisingPresenter: Lori L. Jacobwith, Founder, Ignited Fundraising

Coaching for Your Fall Fundraising

Appeals

Step 1: Web Login https://www.readytalk.com

enter passcode 9492105

Step 2: Dial-In U.S.: 866.740.1260

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Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

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Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

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Today

� Getting Your Letter Read

� Improving Your Copy

� Feedback: Your Samples

� More Resources

� Your Next Steps

Getting Your Letter Read

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

© 2015 Ignited Fundraising. 4

Three Things Readers Check

Three Things Readers Check

1. Did You Spell My Name Correctly?

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

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Three Things Readers Check

2. Did Someone Relevant to ME Sign the letter?

Three Things Readers Check

3. They read the P.S.

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

© 2015 Ignited Fundraising. 6

Improving Your Copy

Improving Your Fundraising Copy*

Skip the Teaser

*5 things not to do to improve your fundraising copy by Jeff Brooks

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

© 2015 Ignited Fundraising. 7

Improving Your Fundraising Copy

Get rid of the brochure

Improving Your Fundraising Copy

Get 1st

Paragraph

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

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Improving Your Fundraising Copy

Get rid of your worst donors

Improving Your Fundraising Copy

Get rid of excess reviewers

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

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The Number of “Asks”

1. Opening or 2nd paragraph

2. With details about how much to give

3. In the P.S. or in the final 2 paragraphs

Write To Be Read QUICKLY

• Lots of white space

• Bullet points

• Pictures

• Break long paragraphs into more than one paragraph

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

© 2015 Ignited Fundraising. 10

The YOU TestThe number of times you include the words you and your MATTERS

1. Read your letter out loud to ensure it is conversational.

1. Make sure you are writing to ONE PERSON.

2. Don’t make the ask about your organization. Make it about the donor.

http://bit.ly/YouTest

The YOU TestThe number of times you include the words you and your MATTERS

1. Read your letter out loud to ensure it is conversational.

1. Make sure you are writing to ONE PERSON.

2. Don’t make the ask about your organization. Make it about the donor.

http://bit.ly/YouTest

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

© 2015 Ignited Fundraising. 11

Fundraising

…Fulfilling the aspirations of your donors

Feedback On Your Letters

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

© 2015 Ignited Fundraising. 12

Hammer

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

© 2015 Ignited Fundraising. 13

McMichael Canadian Art Collection

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

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St. John’s Prep

St. John’s Prep

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

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Missouri River Regional Library

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

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For Kids’ Sake

Story Sample

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

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MU Performing Arts

A Letter I Love

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

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More Resources

Members Webinars To ViewHow Your Fall Appeal REALLY DeliveredMaking 2014 Even BetterJanuary & February 2014

Master Coaching: Creating A Successful Fall Appeal October 2013

Successful Fundraising Campaigns August 2012

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

© 2015 Ignited Fundraising. 19

Appeal Checklist

16-Point Annual Appeal Checklist

http://bit.ly/AnnualAppealChecklist

Appeal Samples Network For Good

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

© 2015 Ignited Fundraising. 20

Next Steps

Fundraising

Deep, profound, relatedness

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

© 2015 Ignited Fundraising. 21

What Will You Do NOW?

Share:

One thing that surprised you?

One thing you’ll incorporate into your appeal this year?

September 17 Webinar – 11 AM CDT

How to Track & Report on Multi-Channel Campaigns Using Charity Engine

(Or Your OWN Software!)

Leigh Kessler, VP Communications, Charity Engine

Ignited FR Community Webinar – Fall Appeal

Coaching – August 2015

© 2015 Ignited Fundraising. 22

Thank You!Thank You!

Coaching for Your Fall Fundraising Appeals

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