focusing your special event appeal story
TRANSCRIPT
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Our guest presenter »Kristin Steele Owner and Director of Operations + Communications at Swaim Strategies.
As a nonprofit advocate in Portland for over 20 years teaching adult community writing workshops and playwriting for at-risk youth, Kristin helped start Swaim Strategies in 2004. As a writer and teacher by trade, she works with nonprofits to increase their fundraising by improving how they tell their story to strategically impact their events, special appeals and videos.
^ 87% of major donors prefer giving at events
^Ego benefit
^Social benefit
Giving at an event
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From the Chronicle of Philanthropy 2015
Event revenue
Pre-event1. sponsorship2. individual
ticket sales3. cash gifts
At your event1. special appeal2. live auction3. silent auction4. raffles, etc.
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What is a special appeal?
^When you ask donors for cash at an event^Other names: paddle raise, moment of
giving, fund an item, mission moment
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^A great opportunity for unrestricted funds
^No procurement required for a special appeal
^ It helps build your major donor base
Why do a special appeal?
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Why do people give?
Major donors have 3 reasons for giving^ They want to be a part of something^ They want to be known^ They want to change the world
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Why do people give?
Major donors give because^ They want to be a part of something^ Your organization ^ Your event ^ Changing the world
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Why do people give?
Major donors give because^Want to be known ^ Be seen giving at your event^ Be a known supporter to your organization
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Why do people give?
Major donors give because^Want to change the world
So tell them the story of impact that they can be a part of…
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^ Simon Sinek’s
Golden Circle of Why
^Deciding from the heart
^ I believe, we believe…
The WHY
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^Why: belief
^How: actions torealize belief
^What: results of actions to realize belief
Speak from the WHY
Simon Sinek’s Golden Circle, www.startwithwhy.com
Why
How
What
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Neocortex
^ Rational
^ Analytical
^ Language center
Why speak from the WHY
Limbic Brain
^ Feelings
^ Decision making center
Why
How/What
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The Study: Why We Give
From “Psychic Numbing and Genocide,” Paul Slovic, University of Oregon
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The Study: Why We Give^ Giving drops up to 50% when statistics
enter the picture
^ Statistics move your donor from their limbic (emotional/decision) brain to their neocortex (analytical/rational)
^ People want to feel like they can make an impact on a situation
From “Psychic Numbing and Genocide,” Paul Slovic, University of Oregon
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The Study: Why We Give
Story of ONE person on a Hero’s Journey:
^ Before / Crisis^ Organization / Impact^After / Resolution
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^ Power of the human experience
^Connection through narrative
^ Identifying organization as change agent
^ The Hero’s Journey
Storytelling
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The most effectivespecial appeals have:
a beginning = the storya middle = the ask
an end = the collection
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1. The story: someone impacted by you telling their story of that impact
2. The ask: where you ASK for the money
3. The collection: the commitment for the money made via bid cards or envelopes
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^ We learn through stories^ Stories connect us to strangers^ Stories allow listeners to turn an idea into
their own idea and experience^ Stories create alignment: our brains show
similar activity when we hear the same story
^ Stories create emotional resonance
Info compiled from Uri Hasson, Princeton University and University of Berkeley
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Your event is a storyabout WHY your work matters.
If it’s not, it should be.Your WHY makes the case for
your impact on the world.
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But the main character of the story isn’t your organization, it’s those you work with AND
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It’s the story of one person on a Hero’s Journey where your organization
is the change agent, fueled by donors, that is helping them succeed.
Change Agent(that’s you!)
Before
After
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The special appeal at your event is the best vehicle to tell that story.
About Your Org
Appeal Story
Special Appeal
Awards + Entertainment
Start of Event
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The ask
^ MUST ask for money^ Call to action^ Tie directly to the story^ Do not use executive director^ Engage your audience^ Bring story back to the room^ Do not repeat the story
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