offer: the key to success in fundraising
TRANSCRIPT
Offer:The Key to
Success in
Fundraising
Jeff Brooks
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What is a
fundraising
offer?
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Offer:• Call to action (ad lingo)
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Offer:• Call to action (ad lingo)
• What you want the donor to do
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Offer:• Call to action (ad lingo)
• What you want the donor
to do
• The entire purpose of
every fundraising message
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What brings in your fundraising dollars
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40% 40% 20%
Audience Offer Creative
What brings in your fundraising dollars
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40% 40% 20%
Audience Offer Creative
Who What How
What you want
donors to do matters
more than how you
ask them to do it.
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What you want
donors to do matters
more than how you
ask them to do it.
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Twice as much!
Fundraising
Offer:
a 3-Legged
Stool
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Specificity:
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Specificity:
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An action or item that the donor pays for
Specificity:
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An action or item that the donor pays for
Not a concept or abstraction
Specificity:
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An action or item that the donor pays for
Not a concept or abstraction
“Photographable”
Specificity:
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An action or item that the donor pays for
Not a concept or abstraction
“Photographable”
If you can’t take a picture of
what you want the donor to
pay for, you don’t have a
fundraising offer.
Cost:
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Cost:
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Price tag
Cost:
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Price tag
Specific amount “purchases” something
specific
Cost:
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Price tag
Specific amount “purchases” something
specific
Right amount for donor: The Goldilocks
Amount – “Just right”
Cost:
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Price tag
Specific amount “purchases” something
specific
Right amount for donor: The Goldilocks
Amount – “Just right”
Ask a $50
donor for $50!
Impact:
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Impact:
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A good deal
Impact:
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A good deal
The gift accomplishes a lot
Impact:
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A good deal
The gift accomplishes a lot
The donor’s generosity multiplies:
$1 = $2 (or more!)
Impact:
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A good deal
The gift accomplishes a lot
The donor’s generosity multiplies:
$1 = $2 (or more!)
Donors respond
to bargains!
Urgency:
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Urgency:
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Why giving now is better than giving later
Urgency:
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Why giving now is better than giving later
Deadline
Urgency:
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Why giving now is better than giving later
Deadline
Negative consequences of failure to
respond
Urgency:
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Why giving now is better than giving later
Deadline
Negative consequences of failure to
respond
Some common non-offer offers
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“Support our cause.”
Some common non-offer offers
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“Support our cause.”
“Provide hope.”
Some common non-offer offers
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“Support our cause.”
“Provide hope.”
“Join us.”
Some common non-offer offers
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“Support our cause.”
“Provide hope.”
“Join us.”
2 real-life examples
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2 real-life examples
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Specificity
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Cost
Impact Urgency
Specificity C
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Cost C-
Impact C- Urgency D
Specificity
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Cost
Impact Urgency
Specificity A
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Cost A
Impact A Urgency B
A great
fundraising offer
lets your donor
change the world
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Interested? Want help crafting
great fundraising offers? Let’s talk:
Jeff Brooks
Email: [email protected]
Blog: futurefundraisingnow.com
Twitter: @jeffbrooks
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