Developing a perfect proposition


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Developing a perfect proposition

  1. 1. Developing the perfect proposition... ... An unfinished journey Chris KeatingSenior Direct Marketing Manager, King’s College London & King’s Health Partners
  2. 2. World Questions|King’s answers
  3. 3. What was working for us...?
  4. 4. What was working for us...
  5. 5. So what did we need from a proposition...We needed to boil down all the experience and knowledge in the organisation to get;• A clear statement of the benefits of giving a gift• Which fulfills the emotional needs of the audience• Which we can build on for a lasting relationship with our donors
  6. 6. Meet Tolstoy the leopard...
  7. 7. Back to King’s...1) Review what we knew about our alumni2) Brainstorm propositions3) Test propositions on focus groups4) Develop creative packs and see what works!
  8. 8. How do our alumni feel about King’s?Is King’s a world-class “When I go for interviews theyinstitution? expect more from95% of potential donors agree you because they Prid have a big smile and ‘oh so you went to King’s” (Post-1990 science alumnus) e“Yes I am very proud of having studied here. It really made a hugedifference to my life, and certainly gave me the foundations of mycareer, which at the time was difficult for a woman going to theBar.” (Pre-1990 Alumna)
  9. 9. How do our alumni feel about King’s? your university financially?”“What do you imagine you would get out of supporting63%: It enables me to give something back. Gratitud e
  10. 10. Propositions in general... Join Threat Vision Future Need Solution Now Negative Positive
  11. 11. ... And applied to King’s Join Be proud of being part of King’s Threat Vision Future We can’t maintain our Help us find a cure for global standing without cancer your help Need Solution Solve student hardship Buy a book for the Now library Negative Positive
  12. 12. It doesn’t count unless there’s flipchart• Involved everyone inalumni fundraising;Callers, high- value fundraisers, events, communications team – not just
  13. 13. Alternative formulations... xA) When I was at King’s, life was easier. If thingswere as they are now when I studied then Iwouldn’t have had the opportunities that I did. Ifeel a duty to help support students today.B) King’s changed my life. I developedacademically, got qualifications that set me upfor life, and formed friendships that are still aimportant to me. I want to give something backto King’s.
  14. 14. (some) Propositions developeda) Attract the best and help them achieve the bestSome of the brightest young people comebackgrounds with no family history of coming touniversity. £50 could pay for us to send a King’sstudent to reach out to a young man or woman whoisn’t sure about going to university but could be aNobel prize winner of the future.
  15. 15. b) Help a student in need today• Give a donation today to help a King’s student through a financial crisis. Without help they may have to drop out of university. Your donation will help pay for a hardship bursary to help them complete their degree.
  16. 16. (some more) Propositions developedHelp us find treatments that work for dementiaKing’s world-class researchers are making breakthroughs every day totreat Alzheimers’ every day. Your gift will help fund more researchers,more equipment, more trials – meaning we can find better treatments.That will make a huge difference to people suffering from dementia.Please give today and we’ll keep you up to date on the progress you’remaking possible.Giving Class of XXXXJoin your alumni from your year of graduation in giving to King’s and making adifference. Help your year raise more than any other. This is a great way for youto stay in contact with other people that you were at University with. Show yourmembership of this giving year group with the unique badge we’ll send you andhave your name listed in the special year group pages on the website.
  17. 17. Questions to answer...• Which of these work? – Developing & rolling out different packs – Test propositions via email – Anecdotal feedback from phone• Do different people or segments respond better to different propositions?• Which of these works best as a recurring gift proposition?
  18. 18. Into action...
  19. 19. Thank you! @ChrisKeating