Making a Powerful Case for Donor Support webinar presentation with Tom Ahern

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Tom Ahern, founder of Ahern Communications, Ink., discussed how a lack of donor-centricity in your donor communications can seriously undermine their effectiveness and how your organisation can avoid this in Blackbaud Pacific's monthly thought leadership webinar.

Subscribe to Tom's free how-to e-newsletter at www.aherncomm.com

View webinar recording: https://blackbaud-au.webex.com/blackbaud-au/lsr.php?AT=pb&SP=EC&rID=73362942&rKey=ff891c8da51d3a52

Learn about future thought leadership webinars: https://www.blackbaud.com.au/notforprofit-events/webinars/thought-leadership

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Making a Powerful Case for Donor Support webinar presentation with Tom Ahern

  1. 1. The elevator speech is deadMaking your best case presented by Tom Ahern | for Blackbaud PacificTom Ahern | © 2013 1
  2. 2. Yes, I donate....© 2012 Tom Ahern 2
  3. 3. Rule #1© 2012 Tom Ahern 3
  4. 4. Your case for support is not about you. It’s about your donors. Surprise!© 2012 Tom Ahern 4
  5. 5. You have target audiences. And each target responds to specific messages.© 2012 Tom Ahern 5
  6. 6. Last year, I responded to 5 direct mail appeals for help. Jane | Age 87 | Widowed© 2012 Tom Ahern 6
  7. 7. You do not sell everything to everyone. You sell to specific values, feelings, beliefs, hopes, dreams, connections, affiliations, tribes, etc.© 2012 Tom Ahern 7
  8. 8. That’s why I gave to Smile Train when they asked. My six kids were all born healthy, thank goodness.© 2012 Tom Ahern 8
  9. 9. I married a Frenchman.© 2012 Tom Ahern 9
  10. 10. I’ve traveled the world.© 2012 Tom Ahern 10
  11. 11. I’ve had a good life.© 2012 Tom Ahern 11
  12. 12. I live well. But it’s a fixed income. That’s why I gave to a social security lobbying group when they asked.© 2012 Tom Ahern 12
  13. 13. I can’t get around too well now, so I watch a lot of TV. That’s why I gave to PBS TV when they asked.© 2012 Tom Ahern 13
  14. 14. Beginning Elapsed time: of mail 1-3 seconds End of mail © 2012 Tom Ahern 14
  15. 15. Your case is your answer...© 2012 Tom Ahern 15
  16. 16. ...to a set of predictable questions. That’s all.© 2012 Tom Ahern 16
  17. 17. The “God”Question?© 2012 Tom Ahern 17
  18. 18. “Why in the world would Iinvest my hard-earned money in your stuff?” © 2012 Tom Ahern 18
  19. 19. “What’s in it for me?” © 2012 Tom Ahern 19
  20. 20. Elevator speech: How long?© 2012 Tom Ahern 20
  21. 21. or© 2012 Tom Ahern 21
  22. 22. Elevator speech? Ride to nowhere.© 2012 Tom Ahern 22
  23. 23. Seth Godin....The best elevator pitch is true, stunning,brief and it leaves the listener eager (no,desperate) to hear the rest of it."I quit my job as an Emmy-winning actressto do this because..." © 2012 Tom Ahern 23
  24. 24. Seth Godin....Its not a practiced, polished turd of prosethat pleases everyone on the board and yourmarketing team ... its a little fractal of theentire story, something real. © 2012 Tom Ahern 24
  25. 25. Point #1 There never was an elevator.© 2012 Tom Ahern 25
  26. 26. Point #2 Nobody wants your speech.© 2012 Tom Ahern 26
  27. 27. Point #3 Have conversations instead.© 2012 Tom Ahern 27
  28. 28. So, cases...© 2012 Tom Ahern 28
  29. 29. Don’t over-think.... The “launch case” is the start of series of exploratory conversations.© 2012 Tom Ahern 29
  30. 30. 50,000 words of supporting info became 2,500 word case document became weeks of heated debate became“Academic excellence? I’m for that!” © 2012 Tom Ahern 30
  31. 31. If you can’t explain it in 50 words, you won’t explain it in 500 either.© 2012 Tom Ahern 31
  32. 32. 30 words© 2012 Tom Ahern 32
  33. 33. Insiders suffer from the “curse of knowledge.”© 2012 Tom Ahern 33
  34. 34. 1. Make it big.2. Make it simple.3. Make your donor the hero.© 2012 Tom Ahern 34
  35. 35. The Big 3© 2012 Tom Ahern 35
  36. 36. 1Why us? Why is our mission so uniquely wonderful, surprising, great? What’s the promise?© 2012 Tom Ahern 36
  37. 37. Who is the National Breast Cancer Coalition? © 2012 Tom Ahern 37
  38. 38. Why can you trust us to do what we set out to do? © 2012 Tom Ahern 38
  39. 39. Maybe the most important wordsare “National” and “Coalition.”The important science and policyplayers are already involved and working together with NBCC. © 2012 Tom Ahern 39
  40. 40. With your help, by January 1, 2020,the world as we know it will change. © 2012 Tom Ahern 40
  41. 41. On or before that fortunateday, breast cancer — now the #1 cause of cancer death inwomen globally — will cease to be much of a threat. © 2012 Tom Ahern 41
  42. 42. 2Why now? What’s the big hurry? What changed? What’s your new destination? Why is it crucial now?© 2012 Tom Ahern 42
  43. 43. We’ve brought a sharp newweapon to bear in the battle to end breast cancer... © 2012 Tom Ahern 43
  44. 44. It’s not a ribbon. © 2012 Tom Ahern 44
  45. 45. It’s a deadline. © 2012 Tom Ahern 45
  46. 46. “When in doubt… when challenged… when questioned… always go back up to 30,000’!” Source: For Impact, Nick FellersUCalgary | ©Tom Ahern © 2012 2011 Tom Ahern 46
  47. 47. 3Why would a donor care?© 2012 Tom Ahern 47
  48. 48. By January 2020 breast cancer will join a long list of diseasesAmerican science has defeated… © 2012 Tom Ahern 48
  49. 49. Or... © 2012 Tom Ahern 49
  50. 50. We continue as we have for the last 30 years... © 2012 Tom Ahern 50
  51. 51. ...searching for the cure. © 2012 Tom Ahern 51
  52. 52. A cure that could take a century, some experts believe. © 2012 Tom Ahern 52
  53. 53. Drug makers profit most from incremental improvements.“This drug has the potential to add 6 months to the patient’s lifespan.” © 2012 Tom Ahern 53
  54. 54. Anger. Frustration. Anger. Frustration. Anger. Frustration.© 2012 Tom Ahern 54
  55. 55. In 1975,a woman had a 1 in 11 chance of developing invasive breast cancer in her lifetime. © 2012 Tom Ahern 55
  56. 56. Now, that risk has RISEN to 1 in 8. Not a misprint. [ footnote; cite source ] © 2012 Tom Ahern 56
  57. 57. What was bad in 1975 hasbecome epidemic in 2012. © 2012 Tom Ahern 57
  58. 58. Fear!© 2012 Tom Ahern 58
  59. 59. Yes, pink ribbons abound.Awareness is near universal. © 2012 Tom Ahern 59
  60. 60. And yet the death rate frombreast cancer has scarcely changed in 30 years. © 2012 Tom Ahern 60
  61. 61. Now comes the hope and promise.© 2012 Tom Ahern 61
  62. 62. Let’s try a different approach. © 2012 Tom Ahern 62
  63. 63. Let’s focus on:Prevention © 2012 Tom Ahern 63
  64. 64. New idea Adequate rationale© 2012 Tom Ahern 64
  65. 65. “…the key motivator for giving is not need, but opportunity.”© 2012 Tom Ahern 65
  66. 66. The world will forever honor you ... and the others who made thisbreakthrough possible. © 2012 Tom Ahern 66
  67. 67. SUBSCRIBE to my free how-to e-newsletter… www.aherncomm.comLove Thy Reader | © Tom Ahern | © 2011 67

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