4-Step Messaging Formula for Fundraising Success
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The document outlines a 4-step messaging formula to enhance fundraising appeals and emphasizes the significance of year-end fundraising. It identifies key motivations for giving, such as personal connections and impactful experiences, and provides actionable tips for each step of the formula. Additionally, it warns against common pitfalls that can undermine fundraising efforts.
4-Step Messaging Formula for Fundraising Success
- 1. The 4-Step Messaging Formula for Raising More Money with Your Fundraising Appeals Caryn Stein Vice President, Communications and Content Network for Good
- 2. Our agenda today: • Year-end fundraising stats • Why people give • A formula you can use for better appeals • Where the formula can “go wrong” • Applying the formula • Clinic Q&A
- 3. The importance of year-end fundraising.
- 4. Source: Digital Giving Index, Network for Good
- 5. Giving Spikes: Disaster and December Source: Digital Giving Index, Network for Good
- 6. Reality check. Why do people give?
- 7. Source: Hope Consulting/Money for Good, Why People Give
- 8. #1) Personal Ties: People who give to organizations when they know the leadership or when they are asked by a friend #2) The Repayers: People who give to causes or organizations that have directly affected their lives
- 9. Your job: Inspire, then ask.
- 11. Step 1. Why me?
- 13. Tips: • Segment your outreach • Tap into identity • Focus on your donor’s impact
- 14. Step 2. What for? Source: Dance Theatre of Harlem
- 15. Source: International Rescue Committee
- 16. Tips: • Tell a story • Be tangible • Be prescriptive
- 17. Source: American Cancer Society Step 3. Who Says?
- 18. Source: Gardens for Health
- 19. Tips: • Switch up your messenger • Make your message personal • Show your social proof
- 20. Step 4. Why now?
- 21. Source: LIFT
- 22. Tips: • Provide a deadline • Offer an incentive • Illustrate the consequences
- 23. What wreaks havoc with the formula.
- 24. Don’t: Forget to spotlight the donor Neglect to tell a story Forget to focus on one person, one problem, one point Go crazy with statistics Get carried away with your need
- 26. Dear SSaamm,,
- 27. Why Me? What for? Why Now? Who Says? Who Says? Dear Sam,
- 29. Why Me? What for? Why Now? Who Says?
- 32. Dear Sam,
- 33. Dear Sam, Why me? Why now? Who says? Why me? What for?
- 35. Last thought: Work at it until it’s really good.
- 36. To learn more about online fundraising and nonprofit marketing, join us for a free webinar: www.nonprofit911.org Thank You! www.networkforgood.com @caryn74 | @Network4Good