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5 Elements of the Outreach
• Emotional Story
• Clear Impact
• Urgent need
• Specific ask
• Campaign
consistency
Multi-channel is most
effective.
Elements of Great Stories
• Authentic and emotional
• Easy to understand
• Centered on person,
supported by data.
• Reader feels like he/she
can make a difference
Simple Story Map
1. Once upon a time...This starts the story off and introduces our protagonist
2. And every day…This will set up how life was before the challenge or inciting incident
3. Until one day…This begins the action of the story with the challenge and the goal
4. And because of this…This introduces the barriers or obstacles the protagonist faces
5. And because of this…There could be several barriers that need introduction
6. Until finally…This ends the story with the resolution…your work and the donor’s impact!
Source: Caryn Stein, Network for Good
Be Contagious
Consistent,
SHAREABLE
content
Donor list
Prospects
Board
Ambassadors
Staff
Media
Volunteers
Hint: COPE - Create Once; Publish Everywhere
Great storytelling: Charity: Water
Great viral content
Pink Bra Tour with Crossfit Gyms
Great visuals: No mirror selfies!
Great campaigns
Maximize with Matching Funds
10:1 Impact
Target Goal
Time of Day
Matching MessagesSample messages• Do twice the good with one donation.
• Contribute today and we’ll match your
gift.
• Every gift made today– up to X – will be
matched dollar for dollar. Your matched
gift will deliver X. Please be especially
generous.
• This match is a great opportunity to give
your first donation to support our work.
• Make a special gift to X before the match
runs out to have your gift doubled.
• A fellow supporter is matching, dollar for
dollar, whatever you can chip in today.
The Right Stuff
• A solid website
• Online giving platform
• Flexible email marketing provider
• Social media monitoring tools
• Kickass visuals
Carry your campaign message and brand
all the way through the giving process.
When should I get started?
THANK YOU!
