What is the fundraising “offer” anyway? It’s what we’re actually raising money for! The fundraising offer is a critical, yet often neglected, part of success in any appeal. Learn about creating a great offer and what happens when some offers go bad. You’ll leave with a list of do’s and don’ts that will help bring more revenue during your year-end campaign. In the end, you’ll know how to create a fundraising offer your donors can’t refuse.

1. Creating a Year-End Fundraising
Offer They Won’t Refuse
Leah Eustace, CFRE
Chief Idea Goddess
Good Works

2. A LITTLE BACKGROUND

3. Marketing clutter

4. The power of story: Scene 1
This photograph by Scott Shaw of the Odessa American won the
1988 Pulitzer Prize for spot news photography.

5. The power of story: Scene 2
www.logosjournal.com/issue_6.1-2/bronner.htm

6. Why people give
“If I think of
the mass I will
never act, if I
think of the
one, I will”

7. We really don’t make any sense
Give $10 million to fight a disease claiming
20,000 lives and save 10,000.
or
Give $10 million to fight a disease claiming
290,000 lives and save 20,000.

8. Why people give
1. Someone I know asked me.
2. I felt emotionally touched by a story.
3. I want to feel I’m not powerless in the face of need
and can help.
4. I need a tax deduction.
5. I want to memorialize someone.
6. I want to leave a legacy.
7. I want to give back.
8. I give for religious reasons.
9. I want to be seen as a leader.
* Adapted from Katya Andresen

9. BACK TO THE OFFER

10. What is ‘the offer’ anyway?
It’s the call to action…
asking someone to do
something

11. The offer in the for-profit sector
Marketing: “Putting the right product, in the
right place, at the right price, at the right time.”
The 4Ps
• Product (or service)
• Place
• Price
• Promotion

13. The offer in the non-profit sector
• Be highly specific
• Be feasible
• Have a first priority
• Be free of barriers
• Be visual
* Adapted from Katya Andresen

14. CREATING A GREAT OFFER

15. Creating a great offer
“Stop Global Warming!”
versus
“Donate”
“Sign up”
“Write a letter”
“Give us your email address”

16. Like this?

17. Or this?

18. Your offer is not your mission
Our Roadmap starts with our mission, which is
enduring. It declares our purpose as a company and
serves as the standard against which we weigh our
actions and decisions.
• To refresh the world...
• To inspire moments of optimism and happiness...
• To create value and make a difference.
Versus
Enjoy Coca-Cola!

19. Definitely not your mission…
Plan Canada’s long-term goal is to empower
children, their families and the members of their
communities to improve living conditions,
establish grassroots organizations, and work
with local and national governments. Plan
Canada focuses the main thrust of its energies
on the children in poorer developing countries’
communities, namely those of Asia, the
Caribbean, Africa, Central America and South
America.

20. Empower children!
Um, what?

21. Oh, okay… now I know what to do

24. A reminder
• Be highly specific
• Be feasible
• Have a first priority
• Be free of barriers
• Be visual

25. THERE MUST BE MORE TO IT

26. Emotion versus logic

27. Stats depress response

28. Stats depress response
versus

29. Boil your cause down

30. About the cause, not the institution
“Your $50 donation today will help us expand
our outreach programs.”
“Your $50 donation today will give one cancer
patient and her mother a home away from
home tonight.”

31. About the donor, not you
Dear Mr. Donor:
Did you know that last year Smith Hospital:
• got this award expanded
• this center of medicine
• brought in xx number of new doctors
• did this, did that, etc.
*compliments of Gail Perry

32. Much better
Dear Name,
When you or a family member is ill or injured, where do you turn?
If you’re like most in our community, you go to Smith Hospital.
Why?
Because you know you will receive absolute top notch medical care.
And you also know that you’ll be treated like a real person, by dedicated,
compassionate health professionals in a warm, caring environment.
Your contributions have helped make Smith Hospital the leading regional health care
provider that it is. We are so grateful to you for supporting our committed team of
care givers.
…
Your gift is extremely important to Smith Hospital because it provides resources that
make an immediate impact – that will help us through these interesting – and tough –
times.
Your gift of $100, $500, $1,000 or $5,000 can make all the difference…… to our
doctors, our nurses, our therapists, our pharmacists, our dietitians, our technicians, our
Emergency Department staff – to every one here who works to serve you.

33. Engage the emotions

34. “Thanks for calling and becoming a
kind and caring WFIU donor”
Those two words increased giving by 21%
amongst female donors (no impact on males).

35. Matching the offer to the campaign

36. A great offer

37. Not such a great offer

38. Segmenting your offers
• Direct mail
• Online
• Mid-level (hero)
• Planned giving

39. Getting everyone on board

40. Summary tips and tricks
• Incorporate stories where possible
• Use emotion
• Be specific
• Focus on small, simple actions
• Make is easy
• Stay away from stats
• Focus on the donor and cause

41. Thank you!
Leah Eustace, CFRE
Principal and Chief Idea Goddess
Good Works
leah@goodworksco.ca
@LeahEustace