10 Principles of Peer-to-Peer Fundraising - 11NTC - Rob Wu
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With peer-to-peer fundraising, non-profits tap into an existing pool of supporters by equipping them to champion your cause on its behalf. This kind of fundraising concept allows you to expand your support base past what is managed by your staff and into the new personal networks of existing supporters; you can build a bigger army of supports and donors organically. Planning and launching an effective peer-to-peer fundraising campaign can be difficult and confusing, but it can be made easy with a few concepts. In this session, we examine the 10 principles that guide an effective campaign. We built these principles based on years of launching peer-to-peer campaigns, studying the mistakes of unsuccessful campaigns, and testing effective techniques. We present examples of how each principle is applied to reinforce key concepts. In addition, we address the limitations of peer-to-peer fundraising in the past and trends on how non-profits are making it work today.
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10 Principles of Peer-to-Peer Fundraising - 11NTC - Rob Wu
- 1. www.causevox.com | Twitter/Facebook: causevox NTC Slide #1
- 2. www.causevox.com | Twitter/Facebook: causevox ABOUT US Jefferson Chang Product Development at CauseVox Twitter: ookblah Mike Quinzio Director of Operations at Change for Kids Twitter: changeforkids Jefferson Chang Customer Development at CauseVox Twitter: robjwu
- 3. www.causevox.com | Twitter/Facebook: causevox What is the staff size of your nonprofit? What is your role? How much do you know about peer-to-peer fundraising? QUERY THE AUDIENCE
- 4. www.causevox.com | Twitter/Facebook: causevox About CauseVox A crowdfunding & peer-to-peer fundraising platform Tweet me: @robjwu or @causevox ABOUT CAUSEVOX CauseVox is a crowdfunding platform for nonprofits, causes, and social good projects.
- 5. www.causevox.com | Twitter/Facebook: causevox Understand the concept of peer-to- peer fundraising Understand ten principles of launching a successful campaign Understand how to select the right technology LEARNING OBJECTIVES 1 2 3
- 6. www.causevox.com | Twitter/Facebook: causevox CHARITY INTRODUCTIONS We’ll be hearing case studies from two charities during this presentation. Here’s and introduction to their organizations. RestoreNYC Change for Kids http://bit.ly/cfknycvidhttp://bit.ly/restorevid
- 7. www.causevox.com | Twitter/Facebook: causevox Peer-to-Peer Fundraising A method of fundraising that enables a non- profit’s community to champion and raise funds on the non-profit’s behalf within each supporter’s personal networks. Synonyms: Community, supporter, distributed, and networked fundraising DEFINITION
- 8. www.causevox.com | Twitter/Facebook: causevox Bruce Barton (5 August 1886 – 5 July 1967) An American author, advertising executive, and politician. Wrote an peer-to-peer appeal to raise funds for Berea College. HISTORY
- 9. www.causevox.com | Twitter/Facebook: causevox MR. BARTON’S FUNDRAISER 100% participation $300,000 in today’s money Education for 250 studentsBruce Barton
- 10. www.causevox.com | Twitter/Facebook: causevox Berea College IMPACT TODAY Charges no tuition Education for students from low-income families First college in the south to be integrated photo by: http://www.flickr.com/photos/blueathena7
- 11. www.causevox.com | Twitter/Facebook: causevox Without peer-to- peer fundraising With peer-to-peer fundraising Your support base is expanded past what your staff manages and into the supporter’s community. CONCEPT ILLUSTRATION
- 12. www.causevox.com | Twitter/Facebook: causevox Online at http://my.restorenyc.org CONCEPT EXAMPLE: RESTORE NYC
- 13. www.causevox.com | Twitter/Facebook: causevox CONCEPT EXAMPLE: RESTORE NYC
- 14. www.causevox.com | Twitter/Facebook: causevox Online at http://my.changeforkids.org CONCEPT EXAMPLE: CHANGE FOR KIDS
- 15. www.causevox.com | Twitter/Facebook: causevox CONCEPT EXAMPLE: RESTORE NYC
- 16. www.causevox.com | Twitter/Facebook: causevox BENEFITS & CHALLENGES Benefits Augments the fundraising function at a low cost Engages supporters to get them involved Increases support base and raises funding Challenges Developing a campaign strategy Creating communication and messaging Motivating supporters to take action Managing the campaign
- 17. www.causevox.com | Twitter/Facebook: causevox PART I: Principles 1 – 3 The foundational parts that guide campaign strategy PART II: Principles 4 – 5 Make your messaging effective and on target PART III: Principles 6 – 8 Turn your supporters into fundraisers PART IV: Principles 9 – 10 Insights to running and managing your fundraising campaign OVERVIEW OF THE 10 PRINCIPLES
- 18. www.causevox.com | Twitter/Facebook: causevox Capacity Campaign Strategy Supporters ObjectivesThe intersection of objectives, supporters, and capacity guides the development of your campaign strategy. FOUNDATIONAL ELEMENTS
- 19. www.causevox.com | Twitter/Facebook: causevox Set SMART campaign objectives PRINCIPLE NUMBER ONE
- 20. www.causevox.com | Twitter/Facebook: causevox Raise funds for our program from July 1 – July 31 Raise $50,000 (from new donors) towards building a safe house for sex-trafficked victims Obtain 50 new for the scholarship program. WHICH IS A GOOD OBJECTIVE? OR
- 21. www.causevox.com | Twitter/Facebook: causevox Specific Objectives should be focused, clear, and unambiguous. Measurable Objectives that are measurable allow you to track and report progress. Attainable Objectives that are realistic yet require a stretch or effort to reach them. Relevant Relevance means that objectives are aligned with your mission and cause. Timely Campaigns must have a start and end date. SMART FRAMEWORK Click to learn more!
- 22. www.causevox.com | Twitter/Facebook: causevox Raise $10,000 for the Uganda microfinance initiative from July 1 – July 31 By September 20, raise $50,000 (from new donors) towards building a safe house for sex-trafficked victims Obtain 50 new contacts and raise $5000 for the scholarship program by from October 15 to October 20. SMART OBJECTIVES
- 23. www.causevox.com | Twitter/Facebook: causevox Understand Your Supporters PRINCIPLE NUMBER TWO photo by: www.flickr.com/photos/nnova/
- 24. www.causevox.com | Twitter/Facebook: causevox Lance Fulton, Young Professional Lance is a 28 year-old lawyer in New York City. He’s a very social person and loves to meet new people from similar walks in life. He’s always thinking of ways that he can do more good with his profession. Lance has several friends that are passionate about the non-profit and has participated in a handful of fundraisers through them. You can find Lance on the basketball court almost every weekend. Engagement Level Medium Preferred Communication Twitter Mobile and Email Giving Characteristics Gives when asked by friends, all online Needs to see direct impact of donations SUPPORTER PERSONA
- 25. www.causevox.com | Twitter/Facebook: causevox Supporters What do supporters think/feel? What do supporters listen to? What do supporters see? What do supporters say/do? What is the supporter’s pain? What is the supporter’s gain? EMPATHY MAP Click to learn more!
- 26. www.causevox.com | Twitter/Facebook: causevox TESTING TOOLS Validate your personas and empathy map by testing it with real data. This develops a better understanding of supporters. - Expert Interviews - Focus Groups - Online Surveys - Donor Behavior Data
- 27. www.causevox.com | Twitter/Facebook: causevox Define Roles and Responsibilities PRINCIPLE NUMBER THREE photo by: http://www.flickr.com/photos/alancleaver
- 28. www.causevox.com | Twitter/Facebook: causevox There are three main roles within a fundraising campaign. Communications - Produce content and messaging - Coach and motivate fundraisers Accounting - Management of donation data - Producing reports and receipts Technology - Select and integrate the appropriate tools - Setup and maintain tech ROLES & RESPONSBILITIES
- 29. www.causevox.com | Twitter/Facebook: causevox Craft a story that can COMPEL PRINCIPLE NUMBER FOUR http://www.flickr.com/photos/thomaslife/
- 30. www.causevox.com | Twitter/Facebook: causevox STORYTELLING TIPS Clear/Concise Be focused in your message and requested action. One Idea Distill your program and mission into one idea. Metrics Appeal to the quantitative types through numbers. Personal Help the audience connect to you. Leverage your supporters. Emotive Show your passion the move your audience. Latch Use mixed media and hook people in. Click to learn more!
- 31. www.causevox.com | Twitter/Facebook: causevox Restore NYC’s Campaign Intro Video STORYTELLING EXAMPLE http://bit.ly/restorevidbbb
- 32. www.causevox.com | Twitter/Facebook: causevox Restore’s vision is to open New York City’s first housing option (“safe house”) to provide holistic long-term aftercare. The safe house will give sex-trafficking survivors both long-term housing and a stable, secure environment to recover and transition to a healthy and sustainable life. Every dollar of this campaign will go towards obtaining and maintaining a safe house for international victims of sex trafficking. Our goal is to raise $50,000 and an anonymous donor has pledged to match dollar for dollar. Help create a safe home by creating your fundraising page today. STORYTELLING EXAMPLE One idea Metrics Clear/Concise Emotive Restore NYC’s Campaign Text
- 33. www.causevox.com | Twitter/Facebook: causevox PRINCIPLE NUMBER FIVE Focus on relationships
- 34. www.causevox.com | Twitter/Facebook: causevox PERSONAL APPEAL EXAMPLE Personal Purpose & Events Call to action The personal appeal from supporters gives your charity credibility and donations
- 35. www.causevox.com | Twitter/Facebook: causevox PERSONAL APPEAL TIPS State the purpose Describe the campaign or non-profit clearly and note what action you want the reader to take. Make it personal Write to your personality and fill it with passion. Show your gratitude Show people that you appreciate their support. Call to action Tell people the one or two things you want them to do. Be concise Messages that are 175 to 225 words in length work the best. Use events Have a birthday coming up? Is the holiday season close by? Instead of asking for gifts, ask for donations to your cause!
- 36. www.causevox.com | Twitter/Facebook: causevox Jump start your campaign PRINCIPLE NUMBER SIX
- 37. www.causevox.com | Twitter/Facebook: causevox MOMENTUM Momentum = Mass×Velocity Mass is the number of supporters you have. Velocity is the rate that supporters are creating fundraising pages. Increasing either one has a direct effect of increasing momentum.
- 38. www.causevox.com | Twitter/Facebook: causevox PROGRESS OVER TIME A typical campaign starts strong at first, hits a lull, and then picks back up near the end. First Quarter Second Quarter Third Quarter Fourth Quarter Post Campaign Pre Campaign Time Donations
- 39. www.causevox.com | Twitter/Facebook: causevox JUMP STARTING TIPS Momentum builds on momentum. Get better results by starting strong. - Hold a kick-off event for the campaign - Get your Board to create fundraising pages first - Find partner organizations to help fundraise - Leverage offline events - Build anticipation through newsletters - Encourage fundraisers to be the first to donate
- 40. www.causevox.com | Twitter/Facebook: causevox Empower your fundraisers PRINCIPLE NUMBER SEVEN photo by http://www.flickr.com/photos/soldiersmediacenter
- 41. www.causevox.com | Twitter/Facebook: causevox COACHING TIPS Peer-to-peer fundraising turns your community into fundraisers. They need coaching on how to do it the best. - Provide talking points and standard text - Encourage fundraisers to continue to take action - Highlight effective fundraisers - Provide best practices in fundraising - Give regular updates on progress
- 42. www.causevox.com | Twitter/Facebook: causevox Communicate Regularly PRINCIPLE NUMBER EIGHT photo by http://www.flickr.com/photos/pacdog/4968422200
- 43. www.causevox.com | Twitter/Facebook: causevox COMMUNICATION Communication = Update + Appreciate + Nag These are the three purposes of communication. In peer-to-peer fundraising, all communications should be defined with one or more of these purposes.
- 44. www.causevox.com | Twitter/Facebook: causevox Restore NYC’s Thank You Video COMMUNICATION EXAMPLE http://bit.ly/restorevidthank Update Appreciate
- 45. www.causevox.com | Twitter/Facebook: causevox Change for Kids Thank You Letter COMMUNICATION EXAMPLE Add’t Media Appreciate
- 46. www.causevox.com | Twitter/Facebook: causevox COMMUNICATION TIPS Communication should occur regularly and at a personal level if possible. Update Give regular weekly progress updates and when big events happen. Appreciate Show appreciation to donors and fundraisers. Personal messages to high performing fundraisers is effective. Nag Motivate fundraisers to action.
- 47. www.causevox.com | Twitter/Facebook: causevox Promote and integrate PRINCIPLE NUMBER NINE photo by http://www.flickr.com/photos/intvgene/370973576
- 48. www.causevox.com | Twitter/Facebook: causevox Promotion and Integration Tips Push your campaign to success by integrating the campaign into all aspects of promotion. - Add information about the campaign to your website and social media profiles - Include campaign link in your email signature and marketing materials - Find bloggers to create buzz - Encourage community to spread the word - Create offline events to supplement online fundraising
- 49. www.causevox.com | Twitter/Facebook: causevox Choose the right technology PRINCIPLE NUMBER TEN
- 50. www.causevox.com | Twitter/Facebook: causevox EVALUATION Technology amplifies the impact of peer-to-peer fundraising. Use these factors to select the right one. Budget How much can I spend on fundraising? Is there a risk in making this purchase? Branding Is my branding and messaging preserved? Will it be lost in the tech? Resources Will the tech take expertise to operate? How much time can we spare? Support Base Do we have a support base that can be engaged in fundraising? Are they communicating and comfortable online? Fundraising Culture How do we generate our revenues? Do we focus on individuals?
- 51. www.causevox.com | Twitter/Facebook: causevox QUESTIONS & ANSWERS
- 52. www.causevox.com | Twitter/Facebook: causevox THANK YOU! Visit or contact us here: http://www.causevox.com http://www.causevox.com/blog Facebook/Twitter: causevox
Notes de l'éditeur
- Bruce Barton founder of BBDO, is often referred to as the one of the first documented people to do p2p fundraising. The story:In 1925, there was a college in Kentucky called Berea educated the local small townsStudents were poor. They raised their own food, milked their own cows, make crafts.School was running a deficit. They could turn down 1500 students or start charging – which becomes a school for the wealthy.- Mr. Barton he wrote a fundraising letter to ask for donations. Asked 25 people for $1000 each to help kids in the South.
- Bruce Barton founder of BBDO, is often referred to as the one of the first documented people to do p2p fundraising. The story:In 1925, there was a college in Kentucky called Berea educated the local small townsStudents were poor. They raised their own food, milked their own cows, make crafts.School was running a deficit. They could turn down 1500 students or start charging – which becomes a school for the wealthy.- Mr. Barton he wrote a fundraising letter to ask for donations. Asked 25 people for $1000 each to help kids in the South.
- Bruce Barton founder of BBDO, is often referred to as the one of the first documented people to do p2p fundraising. The story:In 1925, there was a college in Kentucky called Berea educated the local small townsStudents were poor. They raised their own food, milked their own cows, make crafts.School was running a deficit. They could turn down 1500 students or start charging – which becomes a school for the wealthy.-Mr. Barton he wrote a fundraising letter to ask for donations. Asked 25 people for $1000 each to help kids in the South.-All 25 donated. 250 students helped.http://www.sofii.org/sofii%20assets/281BBmajordonorletter.pdf
- Bruce Barton founder of BBDO, is often referred to as the one of the first documented people to do p2p fundraising. The story:In 1925, there was a college in Kentucky called Berea educated the local small townsStudents were poor. They raised their own food, milked their own cows, make crafts.School was running a deficit. They could turn down 1500 students or start charging – which becomes a school for the wealthy.-Mr. Barton he wrote a fundraising letter to ask for donations. Asked 25 people for $1000 each to help kids in the South.-All 25 donated. 250 students helped.http://www.sofii.org/sofii%20assets/281BBmajordonorletter.pdf
- Technology helps you replicate and scale peer-to-peer fundraising to a cost effective model
- Benefits Augments the fundraising function at a low cost Engages supporters to get them involved Increases support base and raises fundingChallenges Developing a campaign strategy Creating communication and messaging Motivating supporters to take action Managing the campaign
- Because peer-to-peer fundraising can be confusing, we developed the 10 principles to help non-profits be successful.
- 1. SpecificObjectives should be focused, clear, and unambiguous. Being specific sets expectations on the same level and helps everyone get on the same page. Specific objectives are easier to measure, too.2. MeasurableObjectives that are measurable allow you to track and report progress; they help define success for your supporters and stakeholders. In addition, measurable objectives let you know if efforts need to be adjusted to be more effective.3. AttainableObjectives that are realistic yet require a stretch or effort to reach them. The objective can’t be out of reach or below what is reasonably achievable. Setting attainable objectives sets a meaningful course for the campaign.4. RelevantRelevance means that objectives are aligned with your mission and cause. Campaign objectives that don’t further your mission or cause become a distraction from a non-profit’s true purpose. Irrelevant objectives may even confuse supporters.5. TimelyCampaigns must have a start and end date. This motivate supporters and creates urgency in the campaign. Cultural and world events should also be considered to provide timeliness to a campaign.Humanize the objectives by…Simplicity – Keep objectives simple and clear to make it easier to understandEvocativeness - Bring strong images, memories, or feelings to mind make the objective tangible and stickyEmpathy - Help people identify and sympathize with the objective, making it easier to connect with
- 1. SpecificObjectives should be focused, clear, and unambiguous. Being specific sets expectations on the same level and helps everyone get on the same page. Specific objectives are easier to measure, too.2. MeasurableObjectives that are measurable allow you to track and report progress; they help define success for your supporters and stakeholders. In addition, measurable objectives let you know if efforts need to be adjusted to be more effective.3. AttainableObjectives that are realistic yet require a stretch or effort to reach them. The objective can’t be out of reach or below what is reasonably achievable. Setting attainable objectives sets a meaningful course for the campaign.4. RelevantRelevance means that objectives are aligned with your mission and cause. Campaign objectives that don’t further your mission or cause become a distraction from a non-profit’s true purpose. Irrelevant objectives may even confuse supporters.5. TimelyCampaigns must have a start and end date. This motivate supporters and creates urgency in the campaign. Cultural and world events should also be considered to provide timeliness to a campaign.Humanize the objectives by…Simplicity – Keep objectives simple and clear to make it easier to understandEvocativeness - Bring strong images, memories, or feelings to mind make the objective tangible and stickyEmpathy - Help people identify and sympathize with the objective, making it easier to connect with
- 1. SpecificObjectives should be focused, clear, and unambiguous. Being specific sets expectations on the same level and helps everyone get on the same page. Specific objectives are easier to measure, too.2. MeasurableObjectives that are measurable allow you to track and report progress; they help define success for your supporters and stakeholders. In addition, measurable objectives let you know if efforts need to be adjusted to be more effective.3. AttainableObjectives that are realistic yet require a stretch or effort to reach them. The objective can’t be out of reach or below what is reasonably achievable. Setting attainable objectives sets a meaningful course for the campaign.4. RelevantRelevance means that objectives are aligned with your mission and cause. Campaign objectives that don’t further your mission or cause become a distraction from a non-profit’s true purpose. Irrelevant objectives may even confuse supporters.5. TimelyCampaigns must have a start and end date. This motivate supporters and creates urgency in the campaign. Cultural and world events should also be considered to provide timeliness to a campaign.Humanize the objectives by…Simplicity – Keep objectives simple and clear to make it easier to understandEvocativeness - Bring strong images, memories, or feelings to mind make the objective tangible and stickyEmpathy - Help people identify and sympathize with the objective, making it easier to connect with
- 1. SpecificObjectives should be focused, clear, and unambiguous. Being specific sets expectations on the same level and helps everyone get on the same page. Specific objectives are easier to measure, too.2. MeasurableObjectives that are measurable allow you to track and report progress; they help define success for your supporters and stakeholders. In addition, measurable objectives let you know if efforts need to be adjusted to be more effective.3. AttainableObjectives that are realistic yet require a stretch or effort to reach them. The objective can’t be out of reach or below what is reasonably achievable. Setting attainable objectives sets a meaningful course for the campaign.4. RelevantRelevance means that objectives are aligned with your mission and cause. Campaign objectives that don’t further your mission or cause become a distraction from a non-profit’s true purpose. Irrelevant objectives may even confuse supporters.5. TimelyCampaigns must have a start and end date. This motivate supporters and creates urgency in the campaign. Cultural and world events should also be considered to provide timeliness to a campaign.Humanize the objectives by…Simplicity – Keep objectives simple and clear to make it easier to understandEvocativeness - Bring strong images, memories, or feelings to mind make the objective tangible and stickyEmpathy - Help people identify and sympathize with the objective, making it easier to connect with
- What do you do to understand your supporters?Follow the scientific process -- start with gather data, create a hypothesis, test/validate, revise1. Supporter Personas – a small set of fictitious profiles of supporters that represent your support base. Personas are used to tailor communications and messaging.2. Empathy Maps – a simple profiler that helps you develop an understanding of a supporter’s environment, behavior, concerns, and aspirations.
- A persona is a fictional person that represents supporters; it is usually illustrated as a profile. These personas are a tool to put a face to different groups of supporters. First think about the different groups of supporters of your non-profit and then develop a persona for each one. Personas can be created through interviews with samples of supporters or by looking through three categories of data points. StatisticsLook at the data, such as demographics, of your audience, which includes their age, income, and even profession. These differences will help you relate better. For example, talking to an inner-city teenager is different than talking to a suburban mom. CultureLook at both their cultural and social backgrounds. Your audience each belongs in cultural or social groups that influence their preferences and behaviors. For example, Republicans and Democrats have differing views on fiscal policy.LifeYour audience's perspective is always colored by their life experiences. It's these experiences that shape what we believe in, what we fear, and what connects to us. For examples, New Orleans residents that lost their homes from Katrina have a different outlook on disasters than New Yorkers from 9/11.
- Creating an Empathy MapAfter creating personas, gain a deep understanding of persona through an Empathy Map. The Empathy Map was developed by XPLANE, an information design consultancy. For each persona, put them in the center of the Empathy Map and ask the six categories of questions. From this exercise, it will provide a deep understanding of a supporter’s thoughts/feelings, influencers, behavior, environment, and pain/gain. What do supporters think/feel? Inner workings of their mind What is really important to them? What drives them? What worries them? Describe their aspirationsWhat do supporters listen to? Influence of the environment What do friends or family say? Who influences them and how?What communication channels are influential?What do supporters see? View of their environment What does it look like? Who surrounds them? Who are their friends? What causes are they exposed to? What problems do they encounter?What do supporters say/do? Behavior in public What is their attitude? What could they be telling others?Are there conflicts between what they say/do and truly think/feel?What is the supporter’s pain? What are their frustrations? What obstacles are there? What gives them apathy?What is the supporter’s gain? What do they truly want? How do they measure impact? What gives them passion?
- Creating an Empathy MapAfter creating personas, gain a deep understanding of persona through an Empathy Map. The Empathy Map was developed by XPLANE, an information design consultancy. For each persona, put them in the center of the Empathy Map and ask the six categories of questions. From this exercise, it will provide a deep understanding of a supporter’s thoughts/feelings, influencers, behavior, environment, and pain/gain. What do supporters think/feel? Inner workings of their mind What is really important to them? What drives them? What worries them? Describe their aspirationsWhat do supporters listen to? Influence of the environment What do friends or family say? Who influences them and how?What communication channels are influential?What do supporters see? View of their environment What does it look like? Who surrounds them? Who are their friends? What causes are they exposed to? What problems do they encounter?What do supporters say/do? Behavior in public What is their attitude? What could they be telling others?Are there conflicts between what they say/do and truly think/feel?What is the supporter’s pain? What are their frustrations? What obstacles are there? What gives them apathy?What is the supporter’s gain? What do they truly want? How do they measure impact? What gives them passion?
- CommunicationsAccountingTechnology
- What do you think the roles and responsibilities are?Capacity is the infrastructure of the non-‐profit. In deploying an online fundraising campaign, identify roles and resources that are aligned with campaign objectives and supporters. Use insights gathered from the previous two exercises and understand if your staff has the capacity to meet those areas. Specify who is responsible for developing messaging, communicating with advocates and supporters, monitoring accounting, and delivering technical support. - Communications- Accounting- Technology
- Describe the campaign clearly and concisely and note what action you want the reader to takeDistill your program and mission into one ideaMake the content emotive to help the reader relate to your campaignInclude metrics on your organization’s impactCreate content for a short attention span - Keep the content to 150 - 175 words - 2 minutes per pageUse mixed media to capture audiencesC – Clear/ConciseO – One IdeaM - MetricsP - Personal E - EmotiveL – Latch – mixed media, short attn spans
- Describe the campaign clearly and concisely and note what action you want the reader to takeDistill your program and mission into one ideaMake the content emotive to help the reader relate to your campaignInclude metrics on your organization’s impactCreate content for a short attention span - Keep the content to 150 - 175 words - 2 minutes per pageUse mixed media to capture audiencesC – Clear/ConciseO – One IdeaM - MetricsP - Personal E - EmotiveL – Latch – mixed media, short attn spans
- Describe the campaign clearly and concisely and note what action you want the reader to takeDistill your program and mission into one ideaMake the content emotive to help the reader relate to your campaignInclude metrics on your organization’s impactCreate content for a short attention span - Keep the content to 150 - 175 words - 2 minutes per pageUse mixed media to capture audiencesC – Clear/ConciseO – One IdeaM - MetricsP - Personal E - EmotiveL – Latch – mixed media, short attn spans
- Describe the campaign clearly and concisely and note what action you want the reader to takeDistill your program and mission into one ideaMake the content emotive to help the reader relate to your campaignInclude metrics on your organization’s impactCreate content for a short attention span - Keep the content to 150 - 175 words - 2 minutes per pageUse mixed media to capture audiencesC – Clear/ConciseO – One IdeaM - MetricsP - Personal E - EmotiveL – Latch – mixed media, short attn spans
- - Use Principle #2 to tailor your messaging- Create your own urgency- Connect donor dollars to an outcome or something tangible – ex. Restore days of housing, HFNY toys
- - Track progress: Number of supporters, supporter pledged amount, days left, amount raised- Use forecasting to figure out how hard you need to push 35% of pledged amount = actual amount 70% of pages will be active
- - Help them put your mission into their own words- Get them to champion the campaign- Coach instead of fundraise
- - Help them put your mission into their own words- Get them to champion the campaign- Coach instead of fundraise
- - Track progress: Number of supporters, supporter pledged amount, days left, amount raised- Use forecasting to figure out how hard you need to push 35% of pledged amount = actual amount 70% of pages will be active