your donors have spoken
DESCRIPTION
Presentation at the CAGP National Conference 2013TRANSCRIPT
Your Donors have Spoken
Leah Eustace, CFREPrincipal & Chief Idea Goddess
@LeahEustace
Getting through the clutter
Proceed with caution
What’s in a name?
Use language that resonates
Focus on the right instruments
An estimated 95% of
planned gifts in Canada
are bequests.
Why, not how
Communicate with donors …
in the way in which they prefer to be communicated with
Emotions versus logic
Tell Stories
Use appropriate storytellers
Make your case
Be personal
A potential opportunity?
Think of Jacqueline
Write for comprehension, not an academic thesis
Pay attention to design
Why on earth would you want to make something hard to read?
Use appropriate photos
Be transparent
Steward your secret donors
Break down the silos
Integrate
Pay attention to your website
In summary
• Tell your stories• Put yourself in the shoes of your donors• Be authentic and compelling• Talk about why, not how• Use multichannel marketing• Use emotion, not logic• Beware of institution-speak• Be mindful of design• You have one mouth, but two ears
Thank you!
Leah Eustace, CFREPrincipal and Chief Idea Goddess
Good Works
613.232.9113 x [email protected]
@LeahEustace