4-step messaging formula for fundraising success

36
The 4-Step Messaging Formula for Raising More Money with Your Fundraising Appeals Caryn Stein Vice President, Communications and Content Network for Good

Upload: network-for-good

Post on 27-Jun-2015

182 views

Category:

Government & Nonprofit


0 download

DESCRIPTION

Having trouble putting together a compelling appeal for your fundraising campaign? This session offers a brainstorming process that will help you answer the four critical questions for any fundraising appeal. Attend this session to: — Understand why donors give — Find out what you must include in your appeals to inspire giving — Learn how to apply the messaging formula for fundraising appeals

TRANSCRIPT

Page 1: 4-Step Messaging Formula for Fundraising Success

The 4-Step Messaging Formula for

Raising More Money with Your Fundraising Appeals

Caryn SteinVice President, Communications and Content

Network for Good

Page 2: 4-Step Messaging Formula for Fundraising Success

Our agenda today:

• Year-end fundraising stats• Why people give• A formula you can use for better appeals• Where the formula can “go wrong”• Applying the formula• Clinic Q&A

Page 3: 4-Step Messaging Formula for Fundraising Success

The importance of year-end fundraising.

Page 4: 4-Step Messaging Formula for Fundraising Success

Source: Digital Giving Index, Network for Good

Page 5: 4-Step Messaging Formula for Fundraising Success

Source: Digital Giving Index, Network for Good

Giving Spikes: Disaster and December

Page 6: 4-Step Messaging Formula for Fundraising Success

Reality check.Why do people give?

Page 7: 4-Step Messaging Formula for Fundraising Success

Source: Hope Consulting/Money for Good, Why People Give

Page 8: 4-Step Messaging Formula for Fundraising Success

#1) Personal Ties: People who give to organizations when they know the leadership or when they are asked by a friend

#2) The Repayers: People who give to causes or organizations that have directly affected their lives

Page 9: 4-Step Messaging Formula for Fundraising Success

Your job:Inspire, then ask.

Page 10: 4-Step Messaging Formula for Fundraising Success

The 4-Step Formula

Page 11: 4-Step Messaging Formula for Fundraising Success

Step 1.Why me?

Page 12: 4-Step Messaging Formula for Fundraising Success

Source: Purdue University

Page 13: 4-Step Messaging Formula for Fundraising Success

Tips:

• Segment your outreach• Tap into identity• Focus on your donor’s impact

Page 14: 4-Step Messaging Formula for Fundraising Success

Step 2.What for?

Source: Dance Theatre of Harlem

Page 15: 4-Step Messaging Formula for Fundraising Success

Source: International Rescue Committee

Page 16: 4-Step Messaging Formula for Fundraising Success

Tips:

• Tell a story• Be tangible• Be prescriptive

Page 17: 4-Step Messaging Formula for Fundraising Success

Step 3.Who Says?

Source: American Cancer Society

Page 18: 4-Step Messaging Formula for Fundraising Success

Source: Gardens for Health

Page 19: 4-Step Messaging Formula for Fundraising Success

Tips:

• Switch up your messenger• Make your message personal• Show your social proof

Page 20: 4-Step Messaging Formula for Fundraising Success

Step 4.Why now?

Page 21: 4-Step Messaging Formula for Fundraising Success

Source: LIFT

Page 22: 4-Step Messaging Formula for Fundraising Success

Tips:

• Provide a deadline• Offer an incentive• Illustrate the consequences

Page 23: 4-Step Messaging Formula for Fundraising Success

What wreaks havocwith the formula.

Page 24: 4-Step Messaging Formula for Fundraising Success

Don’t: Forget to spotlight the donor Neglect to tell a story Forget to focus on one person, one

problem, one point Go crazy with statistics Get carried away with your need

Page 25: 4-Step Messaging Formula for Fundraising Success

Applying the formula.

Page 26: 4-Step Messaging Formula for Fundraising Success

Sam,Dear Sam,

Page 27: 4-Step Messaging Formula for Fundraising Success

Why Me?

What for?Why Now?

Who Says?

Who Says?

Dear Sam,

Page 29: 4-Step Messaging Formula for Fundraising Success

Why Me?

Why Now?

What for?

Who Says?

Page 32: 4-Step Messaging Formula for Fundraising Success

Dear Sam,

Page 33: 4-Step Messaging Formula for Fundraising Success

Dear Sam,

Why me?

Why now?

Who says?

What for?

Why me?

Page 34: 4-Step Messaging Formula for Fundraising Success
Page 35: 4-Step Messaging Formula for Fundraising Success

Last thought:Work at it until it’s really good.

Page 36: 4-Step Messaging Formula for Fundraising Success

Thank You!www.networkforgood.com

@caryn74 | @Network4Good

To learn more about online fundraising and nonprofit marketing, join us for a free webinar:

www.nonprofit911.org