messaging matters
TRANSCRIPT
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
