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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