The document discusses the key components of an effective fundraising offer: specificity, cost, impact, and urgency. It states that a successful offer (1) specifies an action or item for the donor to pay for, (2) names a cost that is appropriate for the donor, (3) emphasizes the impact and value created through the donor's gift, and (4) provides a sense of urgency for responding. The offer should motivate donors by presenting a clear call to action, highlighting what their donation can accomplish, and explaining why giving now is better than waiting. Common ineffective offers that lack these elements are also examined.

1. Offer:
The Key to
Success in
Fundraising
Jeff Brooks
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2. What is a
fundraising
offer?
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3. Offer:
• Call to action (ad lingo)
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4. Offer:
• Call to action (ad lingo)
• What you want the donor
to do
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5. Offer:
• Call to action (ad lingo)
• What you want the donor
to do
• The entire purpose of
every fundraising
message
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6. What brings in your fundraising dollars
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40% 40% 20%
Audience Offer Creative

7. What brings in your fundraising dollars
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40% 40% 20%
Audience Offer Creative
Who What How

8. What you want
donors to do matters
more than how you
ask them to do it.
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9. What you want
donors to do matters
more than how you
ask them to do it.
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Twice as much!

10. Fundraising
Offer:
a 3-Legged
Stool
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11. Specificity:
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12. Specificity:
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An action or item that the donor pays for

13. Specificity:
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An action or item that the donor pays for
Not a concept or abstraction

14. Specificity:
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An action or item that the donor pays for
Not a concept or abstraction
“Photographable”

15. Specificity:
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An action or item that the donor pays for
Not a concept or abstraction
“Photographable”
If you can’t take a picture of
what you want the donor to
pay for, you don’t have a
fundraising offer.

16. Cost:
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17. Cost:
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Price tag

18. Cost:
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Price tag
Specific amount “purchases” something
specific

19. Cost:
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Price tag
Specific amount “purchases” something
specific
Right amount for donor: The Goldilocks
Amount – “Just right”

20. Cost:
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Price tag
Specific amount “purchases” something
specific
Right amount for donor: The Goldilocks
Amount – “Just right”
Ask a $50
donor for $50!

21. Impact:
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22. Impact:
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A good deal

23. Impact:
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A good deal
The gift accomplishes a lot

24. Impact:
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A good deal
The gift accomplishes a lot
The donor’s generosity multiplies:
$1 = $2 (or more!)

25. Impact:
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A good deal
The gift accomplishes a lot
The donor’s generosity multiplies:
$1 = $2 (or more!)
Donors respond
to bargains!

26. Urgency:
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27. Urgency:
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Why giving now is better than giving later

28. Urgency:
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Why giving now is better than giving later
Deadline

29. Urgency:
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Why giving now is better than giving later
Deadline
Negative consequences of failure to
respond

30. Urgency:
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Why giving now is better than giving later
Deadline
Negative consequences of failure to
respond

31. Some common non-offer offers
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“Support our cause.”

32. Some common non-offer offers
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“Support our cause.”
“Provide hope.”

33. Some common non-offer offers
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“Support our cause.”
“Provide hope.”
“Join us.”

34. Some common non-offer offers
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“Support our cause.”
“Provide hope.”
“Join us.”

35. 2 real-life examples
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36. 2 real-life examples
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37. Specificity
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Cost
Impact Urgency

38. Specificity C
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Cost C-
Impact C- Urgency D

39. Specificity
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Cost
Impact Urgency

40. Specificity A
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Cost A
Impact A Urgency B

41. A great
fundraising offer
lets your donor
change the world
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42. Interested? Want help crafting
great fundraising offers? Let’s talk:
Jeff Brooks
Email: jeff@jeff-brooks.com
Blog: futurefundraisingnow.com
Twitter: @jeffbrooks
LinkedIn
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