messaging matters

Messaging MattersWhat to say to grab attention

and support

Sandy Rees, CFREChief Encouragement Officer

Does it matter?

What difference does it make what you say to a donor?

What grabs you?

What makes you want to pull out your checkbook and give?

About me -- Fundraising

Nerd Trainer Author Animal lover

me and Lucy

Here’s my story…

I wasn’t born with fundraising skills…

I didn’t sign up for fundraising at career day

Where I learned it was…

Today…

When you raise more money, you can change more lives.

The right message greases the skids

The problem

It’s not

It’s Also not

What’s the inside joke?

The best messaging is

Simple Easy to understand Jargon free Not “insider language”

Good messaging brings

Obstacles to good messaging Fundraising French Existence vs Impact Jargon Breath

What’s this really say?

Members of an avian species of identical plumage congregate.

What’s this really say?

It is impossible to indoctrinate a superannuated canine in innovative maneuvers.

What’s this really say?

Freedom from encrustations of grime is contiguous to possessing divine attributes.

The right message

It’s not about your annual fund or you need to pay the bills.

Existence vs impact

Existence Process Details “How”

Impact Transformation Outcomes “Why”

What donors want to know

1. How are you making a difference?2. What will you do with my money?3. Can I trust you?

4 types of messages

Elevator speech Impact Statement Call to Action Update

Elevator speech

Elevator speech Formula

Who How Story

We help (who) to (how their life is changed).

Let me tell you about (story).

Elevator speech Formula

Impact statement

You know how (problem)?

Well, we (solution).

What we’ve done so far is (key results)

Call to Action

You can help us (create impact). Here’s how…

For example

“You can help us find a loving home for every animal in our shelter. Here’s how…”

“Together, we can provide a hot meal to every homeless person in our community. Give today.”

Update

Your gift helped us (results).

Key takeaways

The best messaging is NOT insider language.

Great messaging is EASY to understand.

What else?

Now what?

Set specific goals Create a written plan Get busy!

Door prize!

Get the “1 Page Quick-and-simple Fundraising PlanIncludes Summary Calendar Template Fundraising Strategy Worksheet Marketing Strategy Worksheet

http://GetFullyFunded.com/plan

The Inspired Fundraising RetreatSeptember 28-30, 2016Nashville, TN

http://GetFullyFunded.com/Retreat

Stay in touch

www. GetFullyFunded.comSandy@GetFullyFunded.com865-657-9915@SandyReesFacebook.com/GetFullyFunded