4-step messaging formula for fundraising success
Post on 27-Jun-2015
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The 4-Step Messaging Formula for
Raising More Money with Your Fundraising Appeals
Caryn SteinVice President, Communications and Content
Network for Good
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
The importance of year-end fundraising.
Source: Digital Giving Index, Network for Good
Giving Spikes: Disaster and December
Reality check.Why do people give?
Source: Hope Consulting/Money for Good, Why People Give
#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
Your job:Inspire, then ask.
The 4-Step Formula
Step 1.Why me?
Tips:
• Segment your outreach• Tap into identity• Focus on your donor’s impact
Tips:
• Tell a story• Be tangible• Be prescriptive
Tips:
• Switch up your messenger• Make your message personal• Show your social proof
Step 4.Why now?
Tips:
• Provide a deadline• Offer an incentive• Illustrate the consequences
What wreaks havocwith the formula.
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
Applying the formula.
Sam,Dear Sam,
Why Me?
What for?Why Now?
Who Says?
Who Says?
Dear Sam,
Dear Sam,
Dear Sam,
Why me?
Why now?
Who says?
What for?
Why me?
Last thought:Work at it until it’s really good.
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
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