"shift" the way you think about fundraising

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Presented at the Nonprofit Café, Bozeman Area Community Foundation June 27, 2014 Tips and Takeaways from the Association of Fundraising Professionals’ 51 st International Conference on Fundraising Laura Rhodes Third Sector Consulting [email protected]

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Tips and takeaways from the Association of Fundraising Professionals' 2014 International Conference (#afpicon). A presentation to the Bozeman Area Community Foundation's Nonprofit Café, 6/27/2014.

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Presented at the Nonprofit Café, Bozeman Area Community Foundation June 27, 2014

Tips and Takeaways from the Association of Fundraising Professionals’

51st International Conference on Fundraising

Laura Rhodes Third Sector Consulting [email protected]

“The 5 ASKers”

Laura Fredricks

expertontheASK.com

What type of ASKer are you?

From Laura Fredricks, “The 5 ASKers,” AFP Icon, March 2014

Panelists: St. Luke’s Lutheran Health Ministries

White Castle Foundation

Carl B. and Florence E. King Foundation

“Private and Family Foundations Panel”

A few universal truths

• If you’ve met one foundation, you’ve met one foundation.

• How much you ask for is as important as what your asking for.

• “We love white space!”

• Trustees’ memories are like elephants.

From Private and Family Foundations Panel, AFP Icon, March 2014

Presented by Blackbaud

“The Next Generation of Giving”

Watch video: http://www.youtube.com/watch?v=mExs-LuchFQ

From Blackbaud, “The Next Generation of American Giving,” AFP Icon, March 2014

From Blackbaud, “The Next Generation of American Giving,” AFP Icon, March 2014

From Blackbaud, “The Next Generation of American Giving,” AFP Icon, March 2014

From Blackbaud, “The Next Generation of American Giving,” AFP Icon, March 2014

From Blackbaud, “The Next Generation of American Giving,” AFP Icon, March 2014

“Getting Your Message Right”

Stephen Pidgeon

studyfundraising.com stephenpidgeon.co.uk

From Stephen Pidgeon, “Getting Your Creative Message Right,” AFP Icon, March 2014

• …a new way of thinking

• …RISK

• …emotional engagement

• …doing things differently

Creative messaging involves…

What has more impact?

• 1 in 3 people will get cancer

• 1 in 3 of us will get cancer

• 1 in 3 of your friends and family will get cancer

• Or…

From Stephen Pidgeon, “Getting Your Creative Message Right,” AFP Icon, March 2014

Doctor Lawyer Cancer What’s in their future?

Inspired by Stephen Pidgeon, “Getting Your Creative Message Right,” AFP Icon, March 2014

‘Corporate’ communications and ‘donor’ communications are 180°different.

− Tom Ahern

Corporate communications are about how great the organization is. Favorite pronoun: We

Donor communications are about how great the donor is. Favorite pronoun: You

From Stephen Pidgeon, “Getting Your Creative Message Right,” AFP Icon, March 2014

Some rules to apply in your writing…

• Use YOU more often than WE

• Write in simple, straightforward language

From Stephen Pidgeon, “Getting Your Creative Message Right,” AFP Icon, March 2014

• In order to communicate with maximum effect to an audience of purchasers, the requirement is to employ a style of language that is comprehensible to the majority of the individuals who will pursue it.

• So we can talk to a group of buyers and get them to do what we want, we need to use the kinds of words and phrases that will be understood by most of the people who see them.

Latin root

Anglo-Saxon

From Stephen Pidgeon, “Getting Your Creative Message Right,” AFP Icon, March 2014

Some rules to apply in your writing…

• Use YOU more often than WE

• Write in simple, straightforward language

• Format for easy reading

• When you’ve written something, think how the supporter might answer these questions

From Stephen Pidgeon, “Getting Your Creative Message Right,” AFP Icon, March 2014

• What’s the problem? • Why should I care about it? • What is this organization doing about the problem? • What can I do as a supporter? • Why do I need to give now? • What happens if I don’t give? • What is their proof of success?

Your nonprofit’s writing checklist…

From Stephen Pidgeon, “Getting Your Creative Message Right,” AFP Icon, March 2014

“Writing a Fabulous Case Statement”

Tom Ahern

aherncomm.com

The “Big 3” Questions

1. Why our organization?

2. Why now?

3. Why should the donor care?

From Tom Ahern, “Writing a Fabulous Case Statement,” AFP Icon, March 2014

Connect with what’s already there

Emotions!!!!!! Values Tradition Location Political leanings Emerging issues Beliefs Desires

Hard Goals Idealism Trends Emotions!!!!!!

Many kinds of connections

From Tom Ahern, “Writing a Fabulous Case Statement,” AFP Icon, March 2014

Appeal to your reader’s core emotions

From Tom Ahern, “Writing a Fabulous Case Statement,” AFP Icon, March 2014

Happiness

Sadness

Surprise

Fear

Anger

Disgust

Disappointment

Hope

Promise

Why emotion?

“The essential difference between emotion and reason is that emotion leads to action, while reason leads to conclusions.” − Donald B. Calne, neurologist

From Tom Ahern, “Writing a Fabulous Case Statement,” AFP Icon, March 2014

Sell the (real) need

“No one cares that you’re underfunded….

…the real motivator for giving is opportunity.” − Tom Ahern

From Tom Ahern, “Writing a Fabulous Case Statement,” AFP Icon, March 2014

Keep it simple

From Tom Ahern, “Writing a Fabulous Case Statement,” AFP Icon, March 2014

“If you can’t explain it in 50 words, you won’t explain it in 500 either.”

− Tom Ahern

Keep it simple

“Obvious. As opposed to, say, academic

or jargon-encrusted.” − Tom Ahern

From Tom Ahern, “Writing a Fabulous Case Statement,” AFP Icon, March 2014

In other words…

From Tom Ahern, “Writing a Fabulous Case Statement,” AFP Icon, March 2014

The study of innovative ways to synthesize materials using nanomaterials' unique properties provides a strong basis for important nanoscience and nanotechnology breakthroughs. From inquiries into the properties of gold quantum dots to revolutionary work with carbon nanotubes, Georgia Tech researchers are focused on uncovering the unique properties of nanomaterials that are the stepping stones to tomorrow's technologies.

“Say goodbye to dry-cleaning bills.”

Recommended reading

Make your story “sticky” Make your story “spread”

“Oh No, You Didn’t!” (Real Mistakes Real Nonprofits Make in Fundraising)

Chris Cheever and Michael Bacon, CFRE

Inappropriate Contact

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

Inappropriate Contact

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

Overpromising and Underdelivering

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

Overpromising and Underdelivering

Bait and Switch

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

Bait and Switch

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

Asking Again Too Soon

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

Asking Again Too Soon

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

Asking for Too Much, Too Soon

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

Asking for Too Much, Too Soon

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

Thanking Too Little, Too Late

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

Knowing Your Donors

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

Knowing Your Donors

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

Knowing Your Donors

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

Knowing Your Donors

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

Cool Examples of Doing It Right!

From Cheever and Bacon, “Oh No, You Didn’t!,” AFP Icon, March 2014

Check out these resources

Download the FREE report: https://www.blackbaud.com/nonprofit-resources/ generational-giving-report

Get FREE monthly fundraising tips. Signup at www.thirdsectorconsulting.com

Questions? Comments?

Laura Rhodes, CGW

406-551-6200

[email protected]

www.thirdsectorconsulting.com

www.linkedin.com/in/thirdsectorconsulting.com