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Creating a Year-End Fundraising Offer They Won’t Refuse
Leah Eustace, CFREChief Idea Goddess
Good Works
A LITTLE BACKGROUND
Marketing clutter
The power of story: Scene 1
This photograph by Scott Shaw of the Odessa American won the 1988 Pulitzer Prize for spot news photography.
The power of story: Scene 2
www.logosjournal.com/issue_6.1-2/bronner.htm
Why people give
“If I think of the mass I will never act, if I think of the one, I will”
We really don’t make any sense
Give $10 million to fight a disease claiming 20,000 lives and save 10,000.
or
Give $10 million to fight a disease claiming 290,000 lives and save 20,000.
Why people give
1. Someone I know asked me.2. I felt emotionally touched by a story.3. I want to feel I’m not powerless in the face of need
and can help.4. I need a tax deduction.5. I want to memorialize someone.6. I want to leave a legacy.7. I want to give back.8. I give for religious reasons.9. I want to be seen as a leader.
* Adapted from Katya Andresen
BACK TO THE OFFER
What is ‘the offer’ anyway?
It’s the call to action… asking someone to do something
The offer in the for-profit sector
Marketing: “Putting the right product, in the right place, at the right price, at the right time.”
The 4Ps
• Product (or service)
• Place
• Price
• Promotion
The offer in the non-profit sector
• Be highly specific
• Be feasible
• Have a first priority
• Be free of barriers
• Be visual
* Adapted from Katya Andresen
CREATING A GREAT OFFER
Creating a great offer
“Stop Global Warming!”
versus
“Donate”
“Sign up”
“Write a letter”
“Give us your email address”
Like this?
Or this?
Your offer is not your mission
Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.
• To refresh the world...
• To inspire moments of optimism and happiness...
• To create value and make a difference.
Versus
Enjoy Coca-Cola!
Definitely not your mission…
Plan Canada’s long-term goal is to empower children, their families and the members of their communities to improve living conditions, establish grassroots organizations, and work with local and national governments. Plan Canada focuses the main thrust of its energies on the children in poorer developing countries’ communities, namely those of Asia, the Caribbean, Africa, Central America and South America.
Empower children!
Um, what?
Oh, okay… now I know what to do
A reminder
• Be highly specific
• Be feasible
• Have a first priority
• Be free of barriers
• Be visual
THERE MUST BE MORE TO IT
Emotion versus logic
Stats depress response
Stats depress response
versus
Boil your cause down
About the cause, not the institution
“Your $50 donation today will help us expand our outreach programs.”
“Your $50 donation today will give one cancer patient and her mother a home away from home tonight.”
About the donor, not you
Dear Mr. Donor:
Did you know that last year Smith Hospital:
• got this award expanded
• this center of medicine
• brought in xx number of new doctors
• did this, did that, etc.
*compliments of Gail Perry
Much better
Dear Name,When you or a family member is ill or injured, where do you turn?If you’re like most in our community, you go to Smith Hospital.Why?Because you know you will receive absolute top notch medical care.And you also know that you’ll be treated like a real person, by dedicated, compassionate health professionals in a warm, caring environment.Your contributions have helped make Smith Hospital the leading regional health care provider that it is. We are so grateful to you for supporting our committed team of care givers.…Your gift is extremely important to Smith Hospital because it provides resources that make an immediate impact – that will help us through these interesting – and tough –times.Your gift of $100, $500, $1,000 or $5,000 can make all the difference…… to our doctors, our nurses, our therapists, our pharmacists, our dietitians, our technicians, our Emergency Department staff – to every one here who works to serve you.
Engage the emotions
“Thanks for calling and becoming a kind and caring WFIU donor”
Those two words increased giving by 21% amongst female donors (no impact on males).
Matching the offer to the campaign
A great offer
Not such a great offer
Segmenting your offers
• Direct mail
• Online
• Mid-level (hero)
• Planned giving
Getting everyone on board
Summary tips and tricks
• Incorporate stories where possible
• Use emotion
• Be specific
• Focus on small, simple actions
• Make is easy
• Stay away from stats
• Focus on the donor and cause
