top tips to super
play

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

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?


  1. Top Tips to Super Charge Your Next Fundraising Appeal @fundraiserchad

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

  3. Let’s look at two examples …

  4. Did it draw you in? Will you remember them?

  5. Business Writing 101

  6. Creative Writing 101

  7. ign ignor ore t e the he gr gram ammar ar po polic lice

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

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

  10. We Well h ll her ere I e I am am ba baby, by, practi pra ctice ce wha what y t you ou pre preac ach. h.

  11. #prod oduct uctiv ivit ityn yner erd

  12. SLIDES + RESOURCES productivefund uctivefundraising.c raising.com/res om/resource ources @fundraiserchad

  13. How do you get prospective donors to open & respond to your appeals?

  14. #1 begin the body with a story, that starts with a killer opening line @fundraiserchad

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

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

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

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

  19. story characteristics

  20. story characteristics • Compelling story about 1 PERSON, place or thing • Rich detail (create a vivid picture) • Brings up a SOLVABLE problem • And …

  21. #2 make the donor the HERO of the story @fundraiserchad

  22. 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).

  23. productivefund uctivefundraising.c raising.com/res om/resource ources

  24. #3 assure that your Call To Action (CTA) is clear @fundraiserchad

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

  26. ask for a specific amount 1.5x last donation

  27. ask more than once repeat the CTA using different words

  28. use hard asks • “Your donation of $50 or more, sent by April 30 th , will provide meals for 20 families.” • “Please join me in supporting this wonderful cause.” • “Won’t you make your gift right now?”

  29. mixed with soft asks • “You make it possible” • “Without you, none of this would be possible” • “Your support is essential”

  30. #4 make it urgent @fundraiserchad

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

  32. 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

  33. #5 don’t forget the P.S. @fundraiserchad

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

  35. 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.”

  36. #6 aim for 2 pages @fundraiserchad

  37. 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

  38. 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

  39. #7 make it readable @fundraiserchad

  40. 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)

  41. keys to readable appeals • Use a few 1 line paragraphs • Use short sentences (fragments are okay) • Don’t use big words (find a simpler alternative) – Option – Way

  42. #8 emphasize key parts @fundraiserchad

  43. use strategic underlining • Underline the Call to Action (CTA) • Underline the most dramatic part of the story

  44. 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

  45. #9 keep the package simple @fundraiserchad

  46. extra stuff does not equal extra money • Minimize inserts • No organizational brochure • Just the letter, reply device & reply envelope

  47. 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)

  48. #10 make sure it gets opened @fundraiserchad

  49. PICK THE RIGHT ENVELOPE

  50. 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

  51. TEASERS ??? STAMPS > INDICIA REAL HANDWRITING

  52. further learning

  53. productivefund uctivefundraising.c raising.com/res om/resource ources

  54. 1/21 @ 12pm

  55. ques questi tion ons productivefund uctivefundraising.c raising.com/res om/resource ources @fundraiserchad

  56. fa faci cilit litate ated d brain br ainst stor ormin ming g & p & plan lanni ning ng @fundraiserchad

Download Presentation
Download Policy: The content available on the website is offered to you 'AS IS' for your personal information and use only. It cannot be commercialized, licensed, or distributed on other websites without prior consent from the author. To download a presentation, simply click this link. If you encounter any difficulties during the download process, it's possible that the publisher has removed the file from their server.

Recommend


More recommend