creating a year end fundraising offer they won’t refuse
TRANSCRIPT
![Page 1: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/1.jpg)
Creating a Year-End Fundraising Offer They Won’t Refuse
Leah Eustace, CFREChief Idea Goddess
Good Works
![Page 2: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/2.jpg)
A LITTLE BACKGROUND
![Page 3: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/3.jpg)
Marketing clutter
![Page 4: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/4.jpg)
The power of story: Scene 1
This photograph by Scott Shaw of the Odessa American won the 1988 Pulitzer Prize for spot news photography.
![Page 5: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/5.jpg)
The power of story: Scene 2
www.logosjournal.com/issue_6.1-2/bronner.htm
![Page 6: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/6.jpg)
Why people give
“If I think of the mass I will never act, if I think of the one, I will”
![Page 7: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/7.jpg)
We really don’t make any sense
Give $10 million to fight a disease claiming 20,000 lives and save 10,000.
or
Give $10 million to fight a disease claiming 290,000 lives and save 20,000.
![Page 8: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/8.jpg)
Why people give
1. Someone I know asked me.2. I felt emotionally touched by a story.3. I want to feel I’m not powerless in the face of need
and can help.4. I need a tax deduction.5. I want to memorialize someone.6. I want to leave a legacy.7. I want to give back.8. I give for religious reasons.9. I want to be seen as a leader.
* Adapted from Katya Andresen
![Page 9: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/9.jpg)
BACK TO THE OFFER
![Page 10: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/10.jpg)
What is ‘the offer’ anyway?
It’s the call to action… asking someone to do something
![Page 11: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/11.jpg)
The offer in the for-profit sector
Marketing: “Putting the right product, in the right place, at the right price, at the right time.”
The 4Ps
• Product (or service)
• Place
• Price
• Promotion
![Page 12: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/12.jpg)
![Page 13: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/13.jpg)
The offer in the non-profit sector
• Be highly specific
• Be feasible
• Have a first priority
• Be free of barriers
• Be visual
* Adapted from Katya Andresen
![Page 14: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/14.jpg)
CREATING A GREAT OFFER
![Page 15: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/15.jpg)
Creating a great offer
“Stop Global Warming!”
versus
“Donate”
“Sign up”
“Write a letter”
“Give us your email address”
![Page 16: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/16.jpg)
Like this?
![Page 17: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/17.jpg)
Or this?
![Page 18: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/18.jpg)
Your offer is not your mission
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.
• To refresh the world...
• To inspire moments of optimism and happiness...
• To create value and make a difference.
Versus
Enjoy Coca-Cola!
![Page 19: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/19.jpg)
Definitely not your mission…
Plan Canada’s long-term goal is to empower children, their families and the members of their communities to improve living conditions, establish grassroots organizations, and work with local and national governments. Plan Canada focuses the main thrust of its energies on the children in poorer developing countries’ communities, namely those of Asia, the Caribbean, Africa, Central America and South America.
![Page 20: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/20.jpg)
Empower children!
Um, what?
![Page 21: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/21.jpg)
Oh, okay… now I know what to do
![Page 22: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/22.jpg)
![Page 23: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/23.jpg)
![Page 24: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/24.jpg)
A reminder
• Be highly specific
• Be feasible
• Have a first priority
• Be free of barriers
• Be visual
![Page 25: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/25.jpg)
THERE MUST BE MORE TO IT
![Page 26: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/26.jpg)
Emotion versus logic
![Page 27: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/27.jpg)
Stats depress response
![Page 28: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/28.jpg)
Stats depress response
versus
![Page 29: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/29.jpg)
Boil your cause down
![Page 30: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/30.jpg)
About the cause, not the institution
“Your $50 donation today will help us expand our outreach programs.”
“Your $50 donation today will give one cancer patient and her mother a home away from home tonight.”
![Page 31: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/31.jpg)
About the donor, not you
Dear Mr. Donor:
Did you know that last year Smith Hospital:
• got this award expanded
• this center of medicine
• brought in xx number of new doctors
• did this, did that, etc.
*compliments of Gail Perry
![Page 32: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/32.jpg)
Much better
Dear Name,When you or a family member is ill or injured, where do you turn?If you’re like most in our community, you go to Smith Hospital.Why?Because you know you will receive absolute top notch medical care.And you also know that you’ll be treated like a real person, by dedicated, compassionate health professionals in a warm, caring environment.Your contributions have helped make Smith Hospital the leading regional health care provider that it is. We are so grateful to you for supporting our committed team of care givers.…Your gift is extremely important to Smith Hospital because it provides resources that make an immediate impact – that will help us through these interesting – and tough –times.Your gift of $100, $500, $1,000 or $5,000 can make all the difference…… to our doctors, our nurses, our therapists, our pharmacists, our dietitians, our technicians, our Emergency Department staff – to every one here who works to serve you.
![Page 33: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/33.jpg)
Engage the emotions
![Page 34: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/34.jpg)
“Thanks for calling and becoming a kind and caring WFIU donor”
Those two words increased giving by 21% amongst female donors (no impact on males).
![Page 35: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/35.jpg)
Matching the offer to the campaign
![Page 36: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/36.jpg)
A great offer
![Page 37: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/37.jpg)
Not such a great offer
![Page 38: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/38.jpg)
Segmenting your offers
• Direct mail
• Online
• Mid-level (hero)
• Planned giving
![Page 39: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/39.jpg)
Getting everyone on board
![Page 40: Creating a year end fundraising offer they won’t refuse](https://reader030.vdocuments.net/reader030/viewer/2022032419/55a3332c1a28ab86618b46d5/html5/thumbnails/40.jpg)
Summary tips and tricks
• Incorporate stories where possible
• Use emotion
• Be specific
• Focus on small, simple actions
• Make is easy
• Stay away from stats
• Focus on the donor and cause