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Presented by Jeff Brooks OFFER: The Key to Success in Fundraising
| Date post: | 07-Aug-2015 |
| Category: |
Government & Nonprofit |
| Upload: | truesense-marketing |
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Presented by Jeff Brooks
OFFER: The Key to Success in Fundraising
What is a fundraising offer?
What is a fundraising offer?
• Call to action
What is a fundraising offer?
• Call to action• What you want the donor to do
What is a fundraising offer?
• Call to action• What you want the donor to do• The entire purpose of every
fundraising message
True Sense
TrueSense® Marketing
What brings in your fundraising dollars?
40% 40% 20%
PAGE 6 I March 5, 2015
AUDIENCE OFFER CREATIVE
True Sense
TrueSense® Marketing PAGE 7 I March 5, 2015
What you want donors to do matters more than how you ask them to do it.
True Sense
TrueSense® Marketing PAGE 8 I March 5, 2015
What you want donors to do matters more than how you ask them to do it.
TWICE AS MUCH!
True Sense
TrueSense® Marketing PAGE 9 I March 5, 2015
Fundraising Offer: A 3-Legged Stool
Specificity
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TrueSense® Marketing PAGE 11 I March 5, 2015
Specificity:• An action or item that the donor pays for
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TrueSense® Marketing PAGE 12 I March 5, 2015
Specificity:• An action or item that the donor pays for • Not a concept or abstraction
True Sense
TrueSense® Marketing PAGE 13 I March 5, 2015
Specificity:• 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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TrueSense® Marketing PAGE 15 I March 5, 2015
Cost:• Price tag
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TrueSense® Marketing PAGE 16 I March 5, 2015
Cost:• Price tag• Specific amount “purchases” something specific
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TrueSense® Marketing PAGE 17 I March 5, 2015
Cost:• Price tag• Specific amount “purchases” something specific• Right amount for donor:
The Goldilocks Amount — “Just right”
True Sense
TrueSense® Marketing PAGE 18 I March 5, 2015
Cost:• 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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TrueSense® Marketing PAGE 20 I March 5, 2015
Impact:• A good deal
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TrueSense® Marketing PAGE 21 I March 5, 2015
Impact:• A good deal• The gift accomplishes a lot
True Sense
TrueSense® Marketing PAGE 22 I March 5, 2015
Impact:• A good deal• The gift accomplishes a lot• The donor’s generosity multiplies: $1 = $2 (or more!)
True Sense
TrueSense® Marketing PAGE 23 I March 5, 2015
Impact:• A good deal• The gift accomplishes a lot• The donor’s generosity multiplies: $1 = $2 (or more!)
Donors respond to bargains!
Urgency
True Sense
TrueSense® Marketing PAGE 25 I March 5, 2015
Urgency:• Why giving now is better than giving later
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TrueSense® Marketing PAGE 26 I March 5, 2015
Urgency:• Why giving now is better than giving later• Deadline
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TrueSense® Marketing PAGE 27 I March 5, 2015
Urgency:• Why giving now is better than giving later• Deadline• Negative consequences of failure to respond
True Sense
TrueSense® Marketing PAGE 28 I March 5, 2015
Urgency:• Why giving now is better than giving later• Deadline• Negative consequences of failure to respond
Later = NEVER
True Sense
TrueSense® Marketing PAGE 29 I March 5, 2015
“Support our cause.”
Some COMMON non-offer offers:
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TrueSense® Marketing PAGE 30 I March 5, 2015
“Support our cause.”“Provide hope.”
Some COMMON non-offer offers:
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TrueSense® Marketing PAGE 31 I March 5, 2015
“Support our cause.”“Provide hope.”“Join us.”
Some COMMON non-offer offers:
2 Real-life Examples
2 Real-life Examples
IMPACT URGENCY
COSTSPECIFICITY
IMPACT URGENCY
COSTSPECIFICITY
IMPACT URGENCY
COSTSPECIFICITY
IMPACT URGENCY
COSTSPECIFICITY
True Sense
TrueSense® Marketing
A great fundraising offer lets your donor change the world
PAGE 38 I March 5, 2015
True Sense
TrueSense® Marketing
Interested? Want help crafting great fundraising offers?
PAGE 39 I March 5, 2015
To talk to TrueSense Marketing, contact Jeff Nickel at 626.616.3295 or [email protected].
