Top Tips to Super Charge Your Next Fundraising Appeal - - PowerPoint PPT Presentation

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Top Tips to Super Charge Your Next Fundraising Appeal - - PowerPoint PPT Presentation

Dec 23, 2022 27 likes •771 views

Top Tips to Super Charge Your Next Fundraising Appeal @fundraiserchad 2 DISCLAIMERS 1) If You Solicit Me, I May Share Your Appeals 2) Personal Preference Fundraising Best Practice Lets look at two examples Did it draw you in?

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Top Tips to Super Charge Your Next Fundraising Appeal

@fundraiserchad

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2 DISCLAIMERS …

1) If You Solicit Me, I May Share Your Appeals 2) Personal Preference ≠ Fundraising Best Practice

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Let’s look at two examples …

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Did it draw you in? Will you remember them?

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Business Writing 101

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Creative Writing 101

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ign ignor

  • re t

e the he gr gram ammar ar po polic lice

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Who is this guy? And why does he think he knows what he’s talking about?

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fundraising strategy capital campaign support board training for small, but mighty, nonprofits conference keynotes & workshops

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We Well h ll her ere I e I am am ba baby, by, pra practi ctice ce wha what y t you

  • u

pre preac ach. h.

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#prod

  • duct

uctiv ivit ityn yner erd

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@fundraiserchad

SLIDES + RESOURCES

productivefund uctivefundraising.c raising.com/res

  • m/resource
  • urces
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How do you get prospective donors to open & respond to your appeals?

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#1 begin the body with a story, that starts with a killer

  • pening line

@fundraiserchad

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ABC Nonprofit finished the year strong by meeting its fundraising goal and serving 300 additional children this year …

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Johnny didn’t go to school last week because something was wrong.

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Just the other day, Marci walked into our facility with a big problem.

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Last week, I was walking down the hall and stumbled upon something magical.

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story characteristics

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story characteristics

  • Compelling story about 1

PERSON, place or thing

  • Rich detail (create a vivid picture)
  • Brings up a SOLVABLE problem
  • And …
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#2 make the donor the HERO of the story

@fundraiserchad

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donor = hero

  • Use “you” and “your” at least twice

as much as “my,” “we” and “our”

  • “Without you, none of this would

have happened.”

  • BOY: “Because of you, Johnny has

a safe place to sleep tonight.”

  • It’s about the DONOR (your/your),

not you or the organization (my/we/our).

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productivefund uctivefundraising.c raising.com/res

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#3 assure that your Call To Action (CTA) is clear

@fundraiserchad

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ask the reader to do ONE thing, and only ONE thing: DONATE

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ask for a specific amount 1.5x last donation

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ask more than once repeat the CTA using different words

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use hard asks

  • “Your donation of $50 or more,

sent by April 30th, will provide meals for 20 families.”

  • “Please join me in supporting this

wonderful cause.”

  • “Won’t you make your gift right

now?”

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mixed with soft asks

  • “You make it possible”
  • “Without you, none of this would

be possible”

  • “Your support is essential”
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#4 make it urgent

@fundraiserchad

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Why should I give today, rather than wait three months?

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ways to show urgency

  • People (or animals) won’t survive
  • A window of opportunity will

close (matching funds)

  • Conditions are going to change
  • Tell them what will happen if they

don’t give, TODAY

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#5 don’t forget the P.S.

@fundraiserchad

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The P.S. is the one part of the letter that is almost guaranteed to be read (90%)

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use the P.S. to repeat your call to action

  • “Won’t you join me and help the

kids today with a $100 donation?”

  • “Your vital donation of $1,000 will

be put to work immediately and will have a HUGE impact on our local community.”

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#6 aim for 2 pages

@fundraiserchad

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page count has a connotation

  • 1 page = It must not be that

important if they can say it in one page

  • 3+ pages = They’re just droning on

and on

  • 2 pages = The Sweet Spot
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how to get to 2 full pages

  • Use repetition

– Repeat the story another way – Repeat the story from another viewpoint – Repeat the ask (use hard & soft)

  • Use one image per page
  • Increase the font size
  • Increase the line spacing
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#7 make it readable

@fundraiserchad

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keys to readable appeals

  • Use a serif font
  • Use black text
  • Use 12 point font minimum (13-14 is

better)

  • Indent paragraphs
  • Keep paragraphs short (5 lines max)
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keys to readable appeals

  • Use a few 1 line paragraphs
  • Use short sentences (fragments are
  • kay)
  • Don’t use big words (find a simpler

alternative)

– Option – Way

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#8 emphasize key parts

@fundraiserchad

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use strategic underlining

  • Underline the Call to Action (CTA)
  • Underline the most dramatic part of

the story

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If they read just the underlines & the P.S. they will know:

  • Who they are supposed to save
  • How they can do it
  • Why they have to do it NOW
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#9 keep the package simple

@fundraiserchad

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extra stuff does not equal extra money

  • Minimize inserts
  • No organizational brochure
  • Just the letter, reply device &

reply envelope

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reply device tips

  • Keep it simple

– What do you actually need? – What info would you love to have?

  • No glossy stock
  • Visually connect it to the appeal

letter (image / look / CTA)

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#10 make sure it gets opened

@fundraiserchad

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PICK THE RIGHT ENVELOPE

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most effective envelopes

  • 1. Plain white, stamped, hand-

written, no organization name

  • 2. Brightly colored
  • 3. Oversized
  • 4. Standard organization logo #10

with nonprofit indicia

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TEASERS ??? STAMPS > INDICIA REAL HANDWRITING

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further learning

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productivefund uctivefundraising.c raising.com/res

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1/21 @ 12pm

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@fundraiserchad

ques questi tion

  • ns

productivefund uctivefundraising.c raising.com/res

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  • urces
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@fundraiserchad

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ming g & p & plan lanni ning ng