Lori Jacobwith is a communication strategist and fundraising coach with over 20 years of experience. She has helped organizations raise over $100 million in the last 10 years. The presentation focused on clear, bold communication being the most important component of fundraising and development. Key points included telling your story and mission in 2-4 concise sentences, focusing on the problem the organization helps solve rather than struggling, and generating action through compelling facts, emotional stories, and clear calls to action.

1. Communication that generates Action

2. Who is here?
2

3. Lori L. Jacobwith
• 20+ years as a communication
strategist & fundraising coach
• Measurable: Helped
organizations raise over $100
million in last 10 years.
• Impact: My work creates
environments where people find
ease in their work with, and their
conversations about money.
3

4. Where we are heading today

5. Getting Past The Past
What are your
biggest
fundraising
challenges?

6. Definition
Fundraising:
The raising of assets and
resources
from various sources for
the support of an
organization or a specific
project.
~ Source: AFP Fundraising Dictionary,
(Association of Fundraising Professionals)

7. Definition
Development:
The total process by
which an organization
increases public
understanding of its
mission and acquires
financial support for its
programs.
~ Source: AFP Fundraising Dictionary,
(Association of Fundraising Professionals)

8. The Secret to Fundraising:
Clear, Bold Communication
• Telling Your Story - Intro
• Asking – Take Action
• Maximize Relationships
– Stay Relevant
• Managing Data

9. Thousands of messages barrage
us every single day.
9

10. 46% of donors stop
giving for reasons
connected to
“a failure to
communicate.”
~ Penelope Burk & Cygnus Applied Research

11. How can you stand out?
11

12. Communication
The most overlooked & important
component of development.

13. Clear, Bold Communication
Do this in pairs:
• Introduce yourself
& the work of your
organization.
• You may use up to
3 sentences.

14. Clear, Bold Communication
Think outside the box

15. Money moves toward boldness and
clarity of communication
15

16. Clear, Bold Communication
Clear Adjective
1. free from doubt or confusion
2. certain in the mind; sure
3. easy to see or hear; distinct
4. evident or obvious
Collins Essential English Dictionary
2nd Edition 2006 © HarperCollins Publishers 2004, 2006

17. Clear, Bold Communication
Bold Adjective
1. courageous, confident, and
fearless
2. immodest
3. standing out distinctly;
conspicuous
Collins Essential English Dictionary
2nd Edition 2006 © HarperCollins Publishers 2004, 2006

18. 2 x 4 Rule
18

19. 2 x 4 Rule
19

20. Communication that generates action
Use this clear value statement &
introduce again: [different partner]
“We are (who?).
We specialize in working with
(whom?)
We help them (to do what?)."

21. “Feeling good is what
nonprofits sell.”
~ Seth Godin, Author & Marketing guru

22. Communication
1. Listen.
2. Connect with your community
where they are.
3. Allow your community to spread
your messages.

23. Storytelling: Primary way of learning
23

24. Six Word Stories
1. Compelling
fact
2. Emotional
connection
3. Call to action

25. Six Word Stories

26. Storytelling: Less is More
Lori’s:
Tells powerful stories to raise millions.
Worry is not a fundraising strategy.
Community service org helping vets:
War damaged Jim. We restored him.
Hemmingway:
Baby shoes. Never worn. For sale.
Yours?

27. Three Toxic Myths of Scarcity
1. There’s never enough.

28. Three Toxic Myths of Scarcity
2. More is better.

29. Three Toxic Myths of Scarcity
3. That’s just the way it is.

30. Money
How does money given bring joy?

31. Money Conversation
Fundraising is a call
to conversation and
to relationship.
Not just a
transactional act.

32. NEED exists when
something is missing

33. Habitat for Humanity
What problem do you help solve?

34. Habitat for Humanity
Your Communication
You have a rare
opportunity to empower
people to feel great.
To connect a contribution
with that person’s
highest ideals and values.

35. Clear, Bold Communication

36. Communication
Where to share “What’s Missing?”
(Interesting or startling facts )
• Annual appeal(s)
• Email communication both cultivation &
asking
• In person: meetings, events, donor cultivation,
volunteer trainings, other programmatic
events and more…
• Print: Newsletters, annual reports, fundraising
invitations
• Website

37. 37

38. 38

39. Communication that generates Action
Simple framework for generating $ or support:
1) What’s your current funding gap?
2) What would your organization do with more
money or members? Humanize this.
3) What is one simple action you want people to
take?
4) Cause people to feel something.
5) Communicate regularly

40. Communication that generates Action
Remove
the word struggle
from your
fundraising
vocabulary

41. It is our choices Harry, that show us
who we really are, far more than our
abilities.
41

42. Tell:
One thing you
learned or
inspired you
Your next action
42

43. Connecting with Lori
Blog and monthly e-Newsletter
Membership – special offer
Key Note & Breakout Sessions
Customized Fundraising Action
Planning Sessions
43

44. Thank you!
Please fill out evaluations
Lori Jacobwith
lori@LoriJacobwith.com
www.LoriJacobwith.com
952- 949-2105
http://twitter.com/LJacobwith