The document is a transcript of a presentation about fundraising for charities. It discusses how smaller charities have advantages in being more nimble, closer to their cause, and appealing to donors. It then covers breaking the "curse of knowledge" by understanding things from a donor's perspective using simple explanations. An example is given of an ex-offender rehabilitation charity that helps former prisoners find jobs to avoid reoffending. Statistics show 80% of those employed through the charity did not reoffend. The presentation emphasizes keeping solutions and explanations simple and focusing on impact.

1. How to really sell your charity
With Ben Swart
NSPCC Fundraising Training Manager
@benswart

2. The pattern of great fundraisers
Mindset
Time
Skills
Choices
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3. Because you’re ‘small’
1. You are able to be more nimble and reactive
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4. Because you’re ‘small’
1. You are able to be more nimble and reactive
2. You are often closer to the cause
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5. Because you’re ‘small’
1. You are able to be more nimble and reactive
2. You are often closer to the cause
3. The public enjoy backing smaller charities
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6. Because you’re ‘small’…
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7. Over next 50 minutes:
Help you find the people you meet
more generous than they have ever
been before
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8. Think of a well known song
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9. The curse of knowledge
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10. The five questions to break
the Curse of Knowledge
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11. @benswart

12. 1. Simply put, what’s the essence of
the problem?
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13. Two thirds of prisoners re-offend
They often find it nearly impossible to reintegrate
with society
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14. 2. What’s unexpected (not
immediately obvious) about the
problem?
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15. What’s unexpected about the
problem?
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16. Over to you
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17. Good Luck
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18. “Everyone hates an ex offender, yet no
one wants them to offend again”
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19. 3. What story / analogy,
demonstrates this problem?
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20. @benswart

21. 4. Why are you optimistic your
charity’s solution works?
1) What figures help us know it’s working?
2) What stories sum it up from front line staff /
service users? Do you notice anything in
their manor when talking about it?
3) What do people in authority say?
@benswart

22. 4. Why are you optimistic your
charity’s solution works?
What figures help us know it’s working?
400 have been employed through Blue Sky, 80%
did not re-offend
@benswart

23. 4. Why are you optimistic your
charity’s solution works?
What stories sum it up from front line staff / service
users?
“It’s the first time I’ve ever felt like any sort of role model
for my children. The first time I’ve ever felt pride”
“I loved seeing my tax return, knowing I had done that”
A Blue Sky service user (ex offender)
@benswart

24. 4. Why are you optimistic your
charity’s solution works?
What do people in authority say?
The Milgrim Experiment
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25. 5. Simply put – how does the solution
work?
Don’t spend two pots, spend one…
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26. Notice the order?
1. Simply put, what’s the essence of the problem?
2. What’s unexpected (not immediately obvious) about
the problem?
3. What story / analogy, demonstrates this problem?
4. Why are you optimistic your charity’s solution works?
5. Simply put – how does the solution work?
@benswart

27. Notice the order?
1. Simply put, what’s the essence of the problem?
2. What’s unexpected (not immediately obvious) about
the problem?
3. What story / analogy, demonstrates this problem?
4. Why are you optimistic your charity’s solution works?
5. Simply put – how does the solution work?
@benswart

28. Two main elements of EVERY weight
loss advert…
Before After

29. Thank You
@benswart
bswart@nspcc.org.uk
0207 825 3916