TSM-Heroes
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The document discusses the key elements of an effective fundraising offer: specificity, cost, impact, and urgency. It explains that a good offer presents a specific action or item for the donor to fund, assigns a appropriate cost, convinces the donor their donation will have a large impact, and creates a sense of urgency for the donor to act now. The document provides examples of ineffective, non-specific offers and emphasizes that a compelling offer allows donors to directly contribute to change. It concludes by offering assistance from the company, TrueSense Marketing, to help craft strong fundraising offers.
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TSM-Heroes
- 1. Presented by Jeff Brooks OFFER: The Key to Success in Fundraising
- 2. What is a fundraising offer?
- 3. What is a fundraising offer? • Call to action
- 4. What is a fundraising offer? • Call to action • What you want the donor to do
- 5. What is a fundraising offer? • Call to action • What you want the donor to do • The entire purpose of every fundraising message
- 6. True Sense TrueSense® Marketing What brings in your fundraising dollars? 40% 40% 20% PAGE 6 I March 5, 2015 AUDIENCE OFFER CREATIVE
- 7. True Sense TrueSense® Marketing PAGE 7 I March 5, 2015 What you want donors to do matters more than how you ask them to do it.
- 8. True Sense TrueSense® Marketing PAGE 8 I March 5, 2015 What you want donors to do matters more than how you ask them to do it. TWICE AS MUCH!
- 9. True Sense TrueSense® Marketing PAGE 9 I March 5, 2015 Fundraising Offer: A 3-Legged Stool
- 10. Specificity
- 11. True Sense TrueSense® Marketing PAGE 11 I March 5, 2015 Specificity: • An action or item that the donor pays for
- 12. True Sense TrueSense® Marketing PAGE 12 I March 5, 2015 Specificity: • An action or item that the donor pays for • Not a concept or abstraction
- 13. True Sense TrueSense® Marketing PAGE 13 I March 5, 2015 Specificity: • An action or item that the donor pays for • Not a concept or abstraction • “Photographable” If you can’t take a picture of what you want the donor to pay for, you don’t have a fundraising offer.
- 14. Cost
- 15. True Sense TrueSense® Marketing PAGE 15 I March 5, 2015 Cost: • Price tag
- 16. True Sense TrueSense® Marketing PAGE 16 I March 5, 2015 Cost: • Price tag • Specific amount “purchases” something specific
- 17. True Sense TrueSense® Marketing PAGE 17 I March 5, 2015 Cost: • Price tag • Specific amount “purchases” something specific • Right amount for donor: The Goldilocks Amount — “Just right”
- 18. True Sense TrueSense® Marketing PAGE 18 I March 5, 2015 Cost: • Price tag • Specific amount “purchases” something specific • Right amount for donor: The Goldilocks Amount – “Just right” Ask a $50 donor for $50
- 19. Impact
- 20. True Sense TrueSense® Marketing PAGE 20 I March 5, 2015 Impact: • A good deal
- 21. True Sense TrueSense® Marketing PAGE 21 I March 5, 2015 Impact: • A good deal • The gift accomplishes a lot
- 22. True Sense TrueSense® Marketing PAGE 22 I March 5, 2015 Impact: • A good deal • The gift accomplishes a lot • The donor’s generosity multiplies: $1 = $2 (or more!)
- 23. True Sense TrueSense® Marketing PAGE 23 I March 5, 2015 Impact: • A good deal • The gift accomplishes a lot • The donor’s generosity multiplies: $1 = $2 (or more!) Donors respond to bargains!
- 24. Urgency
- 25. True Sense TrueSense® Marketing PAGE 25 I March 5, 2015 Urgency: • Why giving now is better than giving later
- 26. True Sense TrueSense® Marketing PAGE 26 I March 5, 2015 Urgency: • Why giving now is better than giving later • Deadline
- 27. True Sense TrueSense® Marketing PAGE 27 I March 5, 2015 Urgency: • Why giving now is better than giving later • Deadline • Negative consequences of failure to respond
- 28. True Sense TrueSense® Marketing PAGE 28 I March 5, 2015 Urgency: • Why giving now is better than giving later • Deadline • Negative consequences of failure to respond
- 29. True Sense TrueSense® Marketing PAGE 29 I March 5, 2015 “Support our cause.” Some COMMON non-offer offers:
- 30. True Sense TrueSense® Marketing PAGE 30 I March 5, 2015 “Support our cause.” “Provide hope.” Some COMMON non-offer offers:
- 31. True Sense TrueSense® Marketing PAGE 31 I March 5, 2015 “Support our cause.” “Provide hope.” “Join us.” Some COMMON non-offer offers:
- 38. True Sense TrueSense® Marketing A great fundraising offer lets your donor change the world PAGE 38 I March 5, 2015
- 39. True Sense TrueSense® Marketing Interested? Want help crafting great fundraising offers? PAGE 39 I March 5, 2015 To talk to TrueSense Marketing, contact Jeff Nickel at 626.616.3295 or Jeff.Nickel@TrueSense.com.