2. The proposition: the very essence of what you want to say A good proposition should be directional but also requires insight and inspiration. Our briefs should not default to the standard, but almost useless... "Please give us some money so that (insert beneficiary here) can be saved." This approach is simply abdicating the planning function to the creative department.
3. A good (single minded) proposition answers a question like: ‘Why should I support this appeal with $100 now?’ (Cash Appeal) ‘Why should I sign up for a regular gift now?’ (RG conversion) ‘Why should I upgrade my regular gift now?’ (RG Upgrade) ‘Why should I respond to this survey now?’ (Survey) ‘Why should I feel good about myself as a result of what you are saying?’ (Donor care)
4. It should have: Need / Problem/ Opportunity Solution Cost Why Now (Urgency) Benefit to the Donor And ideally, it should be Emotional & Unique
5. The problem (or opportunity) This shouldn't be normal every day stuff, it needs to get across that something bad will happen if the donor/supporter doesn't respond. It should evoke a response of "I must do something about that!".
6. The solution What is going to be done to fix this problem - it needs to seem to be achievable or provide hope.
7. The cost What will the solution cost and how your donation will help. The donor's gift must be made to seem like it will matter and make a difference. "The price must be right."
8. Urgency The supporter needs to be made to understand that they have to act now. If there isn't a natural urgency about the problem then give a deadline date and find a legitimate reason for that date.
9. Donor benefits What will it mean to the donor to help? What will the donor get out of giving to the appeal? Donors give because it feels good to give, because it will make the community or the country a better place.
10. Emotion People make decisions emotionally and then use rationalisation to justify their decision to give. Makes sense then that the more emotion you have in your appeal, the more likely people are to respond. Use as little rational info as possible because it only gives people reasons not to give. "Touch my heart, then persuade my mind." Remember to ask yourself "where is the 'sad puppy' in my copy?
11. Your proposition will express: What you achieve / aim to achieve (not ‘what you do’ / ‘what you aim to do’) Who you will help Why you’re needed ….in a way that the DONOR is interested in It’s NOT a strapline / tagline It’s NOT a headline ….it’s a FEELING (based on ONE compelling reason)
12. Your proposition It’s ideal if it can be summed up in a single, simple minded sentence. If it can’t consider how you can present the KEY ELEMENTS from your proposition work.
13. Going about it – our ‘filtering model’ Your proposition should focus on a nugget of information that has the power to make someone stop and think. From that point you can add the supporting information to a mind that is both interested and engaged. To get to the nugget you need to ask lots of questions, challenge the responses and filter through everything.
14. Going about it – our ‘filtering model’ Describe the audience Filter Project Truths This is where you get to ask lots of questions about what money is needed for. Why does the charity believe this will change the world for the better? Whose story helps to illustrate that? What kind of items does the money get spent on? Filter Donor Insights Now that you have learnt a lot about the truth, you can pose the question to the workshop – what do we think our audience will be most interested in / think is most important. This section should inform your creative brief – the “what do they currently think and feel” section. Filter Brand Truths Ask questions about who “they” are.
15. Example Proposition: Young people living with cancer can provide the best support possible to other young people living with cancer, and this is possible via CanTeen camps
16. Example Proposition: Invest in our young inspirational talent to provide more opportunity for their research to ease patients suffering
18. Sense checking your proposition Is it instantly clear and does it communicate exactly what you want to say? Does it contain a fact about the need/solution/beneficiaries you didn’t know before you started writing? Is it surprising or thought provoking? Does it contain a strategic insight? Does it contain a benefit to the donor? Do YOU believe it?
19. And finally please consider this If the brief (where you present your proposition) is not creative itself, if it does not suggest a solution to a problem, present information in an interesting way, and interpret information with imagination and flair, then its authors (you) have little right to expect anything different from the creative team.
