fundraising oriented communications how to write amazing fundraising materials
TRANSCRIPT
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Fundraising Oriented Communications
How to Write Amazing Fundraising Materials
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For fundraising purposes only
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Every. Single. Time.
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What is donor centered
fundraising?
• “What matters to the donor?”• Donor is the center, not the
organization• Donor centered = person
centered.
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PEOPLE LIKE STORIES.
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With a beginning, middle, and (sometimes) an end.
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HEROES
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CHARACTERS YOU CARE
ABOUT
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FORGET WHAT YOU LEARNED IN COLLEGE.(And absolutely everything you learned in law school.)
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FYI, going forward, in the long run, we need to adopt a KISS approach, engaging our stakeholders by adding value and leveraging our brand equity.
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THE ASK(Don’t forget to ASK. Often.)
• Why?• Impact• Assumption of ‘yes’
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PRESENTATION(it matters)
• Attention-grabbing• Formatting –Bold, underline, and italics–White space
• Consider using a P.S. at the end of the letter to sum up and call to action
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BEFORE & AFTER(which would you rather read?)
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OTHER TYPES OF FUNDRAISING COMMUNICATIONS MATERIALS
•Email•Newsletters•Social Media
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What Is Segmentation?
Dividing a broad donor base into smaller groups based on certain
characteristics
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Why Segment Your List?
• For relationship building – show me you know me
• To make a “yes” more likely• Match with your capacity
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What Kind of Information Can We Collect?
• Giving history• Public knowledge• Organizational
knowledge
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How Do We Find This Information?
RESEARCH
INFO FROM
DONORPHONE CALLS
NATURAL PARTNERS
GIVING HISTORY
WHERE DO WE FIND THIS
INFORMATION?
SURVEYS
MEETINGS
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What Do We Do With All This Information?
• Tailor your message• Give additional attention• Honor preferences
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Questions