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Offer: The Key to Success in Fundraising

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Offer: The Key to Success in Fundraising

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The offer -- the specific action you want donors to take -- is the key driver of success in fundraising. See how you can turn your work into donor-thrilling offers.

The offer -- the specific action you want donors to take -- is the key driver of success in fundraising. See how you can turn your work into donor-thrilling offers.

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Offer: The Key to Success in Fundraising

  1. 1. Offer: The Key to Success in Fundraising Jeff Brooks 1
  2. 2. What is a fundraising offer? 2
  3. 3. Offer: • Call to action (ad lingo) 3
  4. 4. Offer: • Call to action (ad lingo) • What you want the donor to do 4
  5. 5. Offer: • Call to action (ad lingo) • What you want the donor to do • The entire purpose of every fundraising message 5
  6. 6. What brings in your fundraising dollars 6 40% 40% 20% Audience Offer Creative
  7. 7. What brings in your fundraising dollars 7 40% 40% 20% Audience Offer Creative Who What How
  8. 8. What you want donors to do matters more than how you ask them to do it. 8
  9. 9. What you want donors to do matters more than how you ask them to do it. 9 Twice as much!
  10. 10. Fundraising Offer: a 3-Legged Stool 10
  11. 11. Specificity: 11
  12. 12. Specificity: 12 An action or item that the donor pays for
  13. 13. Specificity: 13 An action or item that the donor pays for Not a concept or abstraction
  14. 14. Specificity: 14 An action or item that the donor pays for Not a concept or abstraction “Photographable”
  15. 15. Specificity: 15 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. 16. Cost: 16
  17. 17. Cost: 17 Price tag
  18. 18. Cost: 18 Price tag Specific amount “purchases” something specific
  19. 19. Cost: 19 Price tag Specific amount “purchases” something specific Right amount for donor: The Goldilocks Amount – “Just right”
  20. 20. Cost: 20 Price tag Specific amount “purchases” something specific Right amount for donor: The Goldilocks Amount – “Just right” Ask a $50 donor for $50!
  21. 21. Impact: 21
  22. 22. Impact: 22 A good deal
  23. 23. Impact: 23 A good deal The gift accomplishes a lot
  24. 24. Impact: 24 A good deal The gift accomplishes a lot The donor’s generosity multiplies: $1 = $2 (or more!)
  25. 25. Impact: 25 A good deal The gift accomplishes a lot The donor’s generosity multiplies: $1 = $2 (or more!) Donors respond to bargains!
  26. 26. Urgency: 26
  27. 27. Urgency: 27 Why giving now is better than giving later
  28. 28. Urgency: 28 Why giving now is better than giving later Deadline
  29. 29. Urgency: 29 Why giving now is better than giving later Deadline Negative consequences of failure to respond
  30. 30. Urgency: 30 Why giving now is better than giving later Deadline Negative consequences of failure to respond
  31. 31. Some common non-offer offers 31 “Support our cause.”
  32. 32. Some common non-offer offers 32 “Support our cause.” “Provide hope.”
  33. 33. Some common non-offer offers 33 “Support our cause.” “Provide hope.” “Join us.”
  34. 34. Some common non-offer offers 34 “Support our cause.” “Provide hope.” “Join us.”
  35. 35. 2 real-life examples 35
  36. 36. 2 real-life examples 36
  37. 37. Specificity 37 Cost Impact Urgency
  38. 38. Specificity C 38 Cost C- Impact C- Urgency D
  39. 39. Specificity 39 Cost Impact Urgency
  40. 40. Specificity A 40 Cost A Impact A Urgency B
  41. 41. A great fundraising offer lets your donor change the world 41
  42. 42. Interested? Want help crafting great fundraising offers? Let’s talk: Jeff Brooks Email: jeff@jeff-brooks.com Blog: futurefundraisingnow.com Twitter: @jeffbrooks LinkedIn 42

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