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Perfect Phrases for Fundraising             Beverly A. Browning              December 12, 2012A Service   Of:             ...
INTEGRATED PLANNING            Advising nonprofits in:        www.synthesispartnership.com            • Strategy          ...
Affordable collaborative data             management in the cloud.A Service   Of:                        Sponsored by:
Today’s Speaker                                Dr. Beverly A. Browning                           Vice President - Grants P...
Perfect Phrases for                           Fundraising       Facilitated by:     Dr. Bev Browning       Vice PresidentG...
About Your Presenter• VP of Grants Professional  Services – eCivis, Inc.• Director – Grant Writing  Training Foundation• A...
AGENDA – 45 Minutes Delivery/15Minutes Q & A• Overview of webinar content• Fundraising letter campaigns• Internet and soci...
Overview  In today’s webinar, Dr. BevBrowning will share her ready-to-  use phrases for appealing to donors and getting th...
FUNDRAISING LETTER    CAMPAIGNS                     9
Problem:      Outdated Approach• Recipients of your standard  fundraising letters are bored and  tired of reading unordere...
Solution: New Outline for Email  Fundraising Letter Appeals• Magnetizing or validating subject line• Opening personalizati...
Validating Subject Line• Option 1: You can simply type an  attention drawing phrase followed  by your name, title, and nam...
RationaleOption 1:1. Legitimizes you as the sender of   the email2. Announces your name, title and   organization.3. Reduc...
Magnetizing Subject Line• Option 2: You can capture the  recipient’s attention with an urgent  need subject line: “26 FAMI...
RationaleOption 2:1. Immediately begins the funding   appeal conversation.2. Uses ALL CAPS in the first few   words to sho...
Opening     Personalization Line• Remember, this is your lead-in  line where you connect the  organization’s need to the e...
Opening Personalization LineExample 1: Mark, our families need  your support…If you did your homework on Mark, you wouldha...
Opening Personalization LineExample 2: Jeff, historical works of  world renowned artists are sitting  in an unsecured stor...
Fundraising 101Your organization’s funding needs must be matched to potential contributors that have value- driven interes...
Continuation of the       Personalization LineWrite four to six bulleted sentences on  the need or problem that the  contr...
Let’s Pick Up on Mark’s           Email Letter• In the past three months, our emergency  shelter for homeless families has...
More Bullets for          Mark’s Letter• With a predictable cold and damp  winter season ahead, it’s critical that  we rai...
Final Bullets for Mark’s Letter• The landlord has agreed to lease it for  $1.00 a year if we bear the cost of  removing th...
Fundraising 101• Your need is not a potential  contributor’s need until you  provide sufficient gloom, doom,  drama and tr...
Giving Line LinkThis is where you embed the link to your organization’s website and tell the reader why you’re directing t...
Closing the Fundraising          Appeal LineAs a family man, I know you can relate to how it  must feel to be homeless wit...
Signing Off Line• Finish your email with one of  these closings: “Hopefully or  Awaiting Your Gift or Granting  Needs.”  K...
Solution: New Outline for PostalMail Fundraising Letter Appeals •   Date line •   Addressee line •   Salutation line •   O...
Opening Paragraph Pointers• Start with a compelling lead line.• Ask rhetorical information-filled  questions that circle b...
Second Paragraph Pointers• Introduce your organization.• Link your organization to the  potential contributor (in other  w...
Third Paragraph Pointers• Recall the problem that the  funding will solve.• Don’t repeat first paragraph  sentences.• Remi...
Fourth Paragraph Pointers• Make the appeal.• Option 1: Give the specific  amount of funding needed from  this potential co...
The Closing• Write a compelling closing line,  followed by your signature, title, and  work contact information along with...
Fundraising 1011. Thoroughly research each letter   campaign recipient!2. Follow the outlines provided for   email and pos...
INTERNET ANDSOCIAL MEDIA  CAMPAIGNS               35
Website Campaign Elements• Who does the donation help?• How will the donation make a  difference?                         ...
Website Campaigns• Easy to remember web addresses.• Critical: tab(s) for contributions with  automated shopping cart.• Tel...
YouTube Campaign Elements• Point of view• Dramatic question• Emotional content                        38
Point of View• What is important to share with  your YouTube viewers?• Who is the target for our  message?• Will you tell ...
Point of View ExampleArts and Culture Fundraising• Organization View: Ballet Moscow’s  production costs have exceeded our ...
Dramatic Question• Pose this question to create  compassion among your  YouTube audience. This is not an  actual question ...
Dramatic Question ExampleArts and Culture Fundraising• How will Ballet Moscow survive  without event marketing dollars?   ...
Emotional Content• Language that includes  incidences of loss, redemption,  crisis, or change is key to keeping  your audi...
Emotional Content ExampleArts and Culture Fundraising• Thousands of community members  have never heard of Ballet Moscow. ...
Facebook Campaign          Elements• Compelling impact-based  fundraising campaign.• Regular brief updates about the  camp...
Facebook Campaigns• Focus on creating read me media  content within their affiliated  causes (www.causes.com)  application...
Facebook Campaign Launch• Create cause.• Gain supporters by merging your  email contact lists.• Incorporate marketing by u...
Twitter Campaign Elements• Organization profile statement for  potential followers to view.• Fundraising needs.• Buzz and ...
Sample Profile Statements• NMEA for Charter Schools was  created to allow the diversity in  education, talents and resourc...
Sample Fundraising Tweets• We need your help 2 develop diversity  education software. Please help us  change charter schoo...
Tweet Buzz and Excitement!• Weekly Buzz: Our diversity software  module received two awards from the  American Education D...
Tweet Fundraising Progress• $50,000 in 50 days! We couldn’t have  done this without your contributions  and retweets to po...
TELEPHONE AND FACE-TO-FACE  CAMPAIGNS                53
Elements of    Telephone Campaigns• Catch the listener’s attention with  A-to-Z words that resonate.• Follow basic verbal ...
Elements of Board of    Directors Campaigns• Dialogue to encourage your  board members to give at a 100%  level.• Fundrais...
Elements of One-on-OneFundraising Meeting Campaigns• Telling your organization’s needs.• Selling stakeholder investment to...
Elements of Service Club andCivic Organization Campaigns• Fundraising appeal presentation  outline and script.            ...
Thank You            www.wiley.com            www.amazon.com
Find listings for our current season          of webinars and register at:            NonprofitWebinars.comA Service   Of:...
Perfect Phrases for Fundraising
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Perfect Phrases for Fundraising

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In this webinar, Dr. Beverly A. Browning, author of Perfect Phrases for Fundraising will discuss how to use THE RIGHT PHRASE FOR EVERY SITUATION . . . EVERY TIME. Using precise language in a fundraising campaign is an absolute must. The words you choose can make the difference between having your appeal read . . . or tossed. Learn how to craft a message that recipients will read and respond to. The author will share her time-saving tips, message-crafting strategies and ready-to-use phrases for getting results in any campaign.

Publié dans : Business
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Perfect Phrases for Fundraising

  1. 1. Perfect Phrases for Fundraising Beverly A. Browning December 12, 2012A Service Of: Sponsored by:
  2. 2. INTEGRATED PLANNING Advising nonprofits in: www.synthesispartnership.com • Strategy • Planning (617) 969-1881 • Organizational Development info@synthesispartnership.comA Service Of: Sponsored by:
  3. 3. Affordable collaborative data management in the cloud.A Service Of: Sponsored by:
  4. 4. Today’s Speaker Dr. Beverly A. Browning Vice President - Grants Professional Services eCivis, Inc.Assisting with chat questions: Hosting:Jamie Maloney, Nonprofit Webinars Sam Frank, Synthesis PartnershipA Service Of: Sponsored by:
  5. 5. Perfect Phrases for Fundraising Facilitated by: Dr. Bev Browning Vice PresidentGrants Professional Services eCivis, Inc. 480-768-7400 bbrowning@ecivis.com www.ecivis.com
  6. 6. About Your Presenter• VP of Grants Professional Services – eCivis, Inc.• Director – Grant Writing Training Foundation• Author of 40-grant related publications.• Secured over $350 million in grant and contract awards. 6
  7. 7. AGENDA – 45 Minutes Delivery/15Minutes Q & A• Overview of webinar content• Fundraising letter campaigns• Internet and social media campaigns• Telephone and face-to-face campaigns• Wrap-up• Q&A
  8. 8. Overview In today’s webinar, Dr. BevBrowning will share her ready-to- use phrases for appealing to donors and getting the funding you need!
  9. 9. FUNDRAISING LETTER CAMPAIGNS 9
  10. 10. Problem: Outdated Approach• Recipients of your standard fundraising letters are bored and tired of reading unordered random appeal paragraphs.• Approximately 95% of electronic and hard mail appeals are reader turn-offs. 10
  11. 11. Solution: New Outline for Email Fundraising Letter Appeals• Magnetizing or validating subject line• Opening personalization line• Continuation of the personalization line• Giving link line• Closing the fundraising appeal line• Signing off line 11
  12. 12. Validating Subject Line• Option 1: You can simply type an attention drawing phrase followed by your name, title, and name of the organization. Here’s a successful example of one of my subject lines: Important Information from Dr. Bev Browning, Director – Grant Writing Training Foundation. 12
  13. 13. RationaleOption 1:1. Legitimizes you as the sender of the email2. Announces your name, title and organization.3. Reduces your email going to the junk email folder. 13
  14. 14. Magnetizing Subject Line• Option 2: You can capture the recipient’s attention with an urgent need subject line: “26 FAMILIES WITH YOUNG CHILDREN… 14
  15. 15. RationaleOption 2:1. Immediately begins the funding appeal conversation.2. Uses ALL CAPS in the first few words to shout to the reader about a very important target population group in dire need. 15
  16. 16. Opening Personalization Line• Remember, this is your lead-in line where you connect the organization’s need to the email reader’s value-driven (familiar) area of contribution history (also known as past funding priorities). 16
  17. 17. Opening Personalization LineExample 1: Mark, our families need your support…If you did your homework on Mark, you wouldhave found out that he is married and has sixyoung children. In other words, Mark is afamily man and supports organizations thatserve families. 17
  18. 18. Opening Personalization LineExample 2: Jeff, historical works of world renowned artists are sitting in an unsecured storage area of the museum’s basement! In Jeff’s case, you read the online newspaper archives and discovered that he attended several museum openings in the past year and won an auction for a highly coveted historical work of art. 18
  19. 19. Fundraising 101Your organization’s funding needs must be matched to potential contributors that have value- driven interests in your areas of need! 19
  20. 20. Continuation of the Personalization LineWrite four to six bulleted sentences on the need or problem that the contribution will meet or solve. Incorporate statistics and keep your area of need within a timeframe of the past 12 months. 20
  21. 21. Let’s Pick Up on Mark’s Email Letter• In the past three months, our emergency shelter for homeless families has been faced with some tough decisions.• While we’ve been blessed with room for 26 king-size bed durable cots, each cold and rainy night an average of 26 additional Portland homeless families with very young children (ages newborn to three years old) have been turned away due to a lack of cots and space. 21
  22. 22. More Bullets for Mark’s Letter• With a predictable cold and damp winter season ahead, it’s critical that we raise the funds to expand our space and purchase more family-size cots.• The building attached to our west wall is empty and meets all code requirements for emergency shelter. 22
  23. 23. Final Bullets for Mark’s Letter• The landlord has agreed to lease it for $1.00 a year if we bear the cost of removing the separating wall ($5,000).• A local cot supplier will reduce the costs of the family-size costs (sleeps 2 adults and up to 3 children) to $250 each. 23
  24. 24. Fundraising 101• Your need is not a potential contributor’s need until you provide sufficient gloom, doom, drama and trauma (the truth in brief) about your need! 24
  25. 25. Giving Line LinkThis is where you embed the link to your organization’s website and tell the reader why you’re directing them to your site. “Mark, you can help us meet this critical need by making a contribution today at http://www.holidaycots.org.” 25
  26. 26. Closing the Fundraising Appeal LineAs a family man, I know you can relate to how it must feel to be homeless with a young family living on the streets and depending on the generosity of others to see you through this humiliating, life-altering, seems like a never- ending time in your life. You’ll notice that I ended this in a series of three hard-to-forget descriptors that I want to remain in Mark’s mind—driving him to contribute now! 26
  27. 27. Signing Off Line• Finish your email with one of these closings: “Hopefully or Awaiting Your Gift or Granting Needs.” Keep your signature line professional. If your organization has social media pages on LinkedIn, Facebook or Twitter (popular social media sites for fundraising), provide embedded icons with direct links for the email reader. 27
  28. 28. Solution: New Outline for PostalMail Fundraising Letter Appeals • Date line • Addressee line • Salutation line • Opening paragraph • Second – fourth paragraphs • The closing 28
  29. 29. Opening Paragraph Pointers• Start with a compelling lead line.• Ask rhetorical information-filled questions that circle back to facts about your funding needs.• End this paragraph with three information bullets related to cost per service or program or individual (client, patient, and so forth). 29
  30. 30. Second Paragraph Pointers• Introduce your organization.• Link your organization to the potential contributor (in other words, why are they a perfect match for your funding needs?). 30
  31. 31. Third Paragraph Pointers• Recall the problem that the funding will solve.• Don’t repeat first paragraph sentences.• Remind the reader of the critical nature of the problem. 31
  32. 32. Fourth Paragraph Pointers• Make the appeal.• Option 1: Give the specific amount of funding needed from this potential contributor.• Option 2: Leave the amount of the contribution up to the letter’s recipient. 32
  33. 33. The Closing• Write a compelling closing line, followed by your signature, title, and work contact information along with an impacting postscript (handwritten). For example: “Anticipating your continuing investment in…”• Add a postscript. For example: “P.S. Hilda, the Frontline journalists and crew are eagerly looking forward to their 13th season on PBS!” 33
  34. 34. Fundraising 1011. Thoroughly research each letter campaign recipient!2. Follow the outlines provided for email and postal mail appeals!3. Personalize every paragraph by using the recipient’s first name! 34
  35. 35. INTERNET ANDSOCIAL MEDIA CAMPAIGNS 35
  36. 36. Website Campaign Elements• Who does the donation help?• How will the donation make a difference? 36
  37. 37. Website Campaigns• Easy to remember web addresses.• Critical: tab(s) for contributions with automated shopping cart.• Tell your audience how their contribution will make a difference.• Give donation level examples (and what can be implemented for every level of giving) starting at $50 and up. 37
  38. 38. YouTube Campaign Elements• Point of view• Dramatic question• Emotional content 38
  39. 39. Point of View• What is important to share with your YouTube viewers?• Who is the target for our message?• Will you tell your story from the organization’s point of view or the client’s point of view? 39
  40. 40. Point of View ExampleArts and Culture Fundraising• Organization View: Ballet Moscow’s production costs have exceeded our ticket revenues and contributions 3:1 for the past two years.• Client View: An audience member at one of our ballet performances recently came back stage at Ballet Moscow and made this devastating comment: “What happened to the people who used to come and enjoy the ballet? The seats were once full; now there are more empty seats than full ones.” 40
  41. 41. Dramatic Question• Pose this question to create compassion among your YouTube audience. This is not an actual question that you expect anyone to answer; it’s a rhetorical question that forces the viewer to think about the situation. 41
  42. 42. Dramatic Question ExampleArts and Culture Fundraising• How will Ballet Moscow survive without event marketing dollars? 42
  43. 43. Emotional Content• Language that includes incidences of loss, redemption, crisis, or change is key to keeping your audience engaged and interested. Emotional content is a common denominator that everyone can relate to, and it’s what makes your fundraising appeals so universally magnetizing. 43
  44. 44. Emotional Content ExampleArts and Culture Fundraising• Thousands of community members have never heard of Ballet Moscow. Because we do not have the funds for marketing outreach, our sales are limited to past patrons and people who stumble upon our website or box office by accident. You can change our future by donating today at balletmoscow.net. 44
  45. 45. Facebook Campaign Elements• Compelling impact-based fundraising campaign.• Regular brief updates about the campaign. 45
  46. 46. Facebook Campaigns• Focus on creating read me media content within their affiliated causes (www.causes.com) application.• Valuable nonprofit tool!• Allows promotion of causes.• Easy to set up. 46
  47. 47. Facebook Campaign Launch• Create cause.• Gain supporters by merging your email contact lists.• Incorporate marketing by using the write note application and then post the notes on your cause page.• Consider pictures, quotes, videos and links to other sites as well. Go to Applications (on the left-hand pane of your profile), then select Notes. You will see Notes which your friends have written, and to write a new note of your own you can click on the Write a New Note button near the top right- hand corner of the screen. 47
  48. 48. Twitter Campaign Elements• Organization profile statement for potential followers to view.• Fundraising needs.• Buzz and excitement.• Fundraising progress. 48
  49. 49. Sample Profile Statements• NMEA for Charter Schools was created to allow the diversity in education, talents and resources to be cultivated. (113 characters with spaces)• We, as the Nourish Team, are a partnership of people who care for our neighbors and the people around us. (105 characters with spaces) 49
  50. 50. Sample Fundraising Tweets• We need your help 2 develop diversity education software. Please help us change charter school education modules! (115 characters with spaces)• Help us nourish 100 new children in Kentucky mining towns. $50 grows a field of vegetables. When harvested, 200 children are fed. (131 characters with spaces) 50
  51. 51. Tweet Buzz and Excitement!• Weekly Buzz: Our diversity software module received two awards from the American Education Diversity Council! (109 characters with spaces)• Yahoo! An out-of-state landowner donated 200 tillable acres to our cause! (74 characters with spaces) 51
  52. 52. Tweet Fundraising Progress• $50,000 in 50 days! We couldn’t have done this without your contributions and retweets to potential donors! (108 characters with spaces)• 1,500 new trees were planted in a burned-out forest. Only 4,500 more trees to go before the next decade. (105 characters with spaces) 52
  53. 53. TELEPHONE AND FACE-TO-FACE CAMPAIGNS 53
  54. 54. Elements of Telephone Campaigns• Catch the listener’s attention with A-to-Z words that resonate.• Follow basic verbal content delivery rules.• Create a flexible and natural script. 54
  55. 55. Elements of Board of Directors Campaigns• Dialogue to encourage your board members to give at a 100% level.• Fundraising scripts for board members to use when soliciting contributions in the community. 55
  56. 56. Elements of One-on-OneFundraising Meeting Campaigns• Telling your organization’s needs.• Selling stakeholder investment to potential donors. 56
  57. 57. Elements of Service Club andCivic Organization Campaigns• Fundraising appeal presentation outline and script. 57
  58. 58. Thank You www.wiley.com www.amazon.com
  59. 59. Find listings for our current season of webinars and register at: NonprofitWebinars.comA Service Of: Sponsored by:

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