Irresistible Communications for Great Nonprofits€¦ · © Moceanic 2017 USE APPROVED FOR COURSE...

Irresistible Communications for Great NonprofitsYour Introduction to Irresistible Communications

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Just checking all systems are go!

Turn off your phone!

It’s the biggest distraction…

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Would you like to go deeper!?In Coaching+ we give feedback and help you every step of the way

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More Depth on Irresistible CommunicationsOur full course has a lot more useful detail, examples, checklists and more….

1. A Step-by-Step Guide for Everyone Who Wants to Get It Right

2. What All Fundraising Is Always About: ACTION3. How to Tell the RIGHT Story to Motivate Your Donors4. Deadly Myths in Fundraising, and the Friendly Facts that

Actually Matter

We are not in school any more...

Charity writing is:• Informal (sometimes ungrammatical!)• Repetitive• Loosely structured• Not concise

Your English Teacher won’t like it!

SHHH! I’M BUSY!

Repetitive

Anything you say just once will go uncomprehended.

Your call to action should happen three times. Or more.

Story Part 1

Story Part 2

Urgency

Reminder of shared values

Picture of the difference

Thanks for past support

Loosely structured

A paragraph is a visual unit, not a structural unit.

Dimitri claims he had a dream about you. He told me about it after an especially bad night. He was hurting, but he told me about the vivid dream where you told him blah blah blah supporting information going until you’ve fully made the point.

Formal writing

Topic sentence

Supporting material about this topic.

Loosely structured

Last time I saw Dimitri, it was after an especially bad night. He was hurting. But he told me something amazing...

He told me he had a dream about you.

That’s right: You.

Non-profit writing

One topic goes on for several paragraphs

One-sentence paragraphs for drama

Loosely structured

Not concise

Long letters work better than short ones.

(Usually.)

Everyone over40 has (or needs) bifocals!

Reading Ease

Stick with serif fonts (in print)

But sans-serif on screens

Reading Ease

Serif font Sans-serif font

12% 14%

Good Comprehension Poor Comprehension

Black on 30% grayBlack on white

Black on White Black on 30% Grayscale

3% 11%

No reverse type

Reading Ease

Black on White White on Black

Stories vs Stats

“If I look at the mass I will never act. If I look at the one, I will.” Mother Teresa

“One death is a tragedy. A millions deaths is a statistic.”Josef Stalin

Stories vs Stats

“28,000 children die from hunger every day.”

Stories vs Stats

“If I look at the mass I will never act. If I look at the one, I will.” Mother Teresa

“Today, a child is going hungry. Without help soon, she will die.”

Stories vs Stats

Your donors don’t give because the problem is big.They give because the problem is solvable.

Stories vs Stats

Questions…All about irresistible communications

1. Argument

2. Education

3. Bragging

3 Things That Are NOTFundraising

Action

One Thing That IS Fundraising

Donors don’t give to support your organization.

They give to promote their own values.

Call to Action PropositionWhat you’re “selling”

I want to provide a months worth of food for a refugee for $22.

Fundraising Offer

I want to provide hope and healing for a refugee for $22.I want to stand with you during this important time.I support your vital work now and all year ‘round.

Abstract

SeverelyAbstract

MoreAbstract

Some Common Non-Offers

Problem Solution ActionThe Offer Situation

Pygmy Snails are going extinct.

Protected habitat.

Cost: $20 per square meter

Specificity

UrgencyCost

Impact

The Offer Diamond

Food Infrastructure

Deeper Dive: Specificity

Enclosed is my gift of:❑ $40 to build 2 square meters of wall for the snails❑ $80 to build 4 square meters of wall for the snails❑ $100 to build 5 square meters of wall for the snails❑ $_________ (other)

For a donor whose last gift was between $50 and $99.99

Deeper Dive: Cost

• Direct mail: 4-6 weeks

• Email: 24-72 hours

• Broadcast: one hour

The deadline that’s “just right”

Deeper Dive: Urgency

Produce 3 great fundraising offers for your organization. Remember the offer diamond!

Specificity

UrgencyCost

Impact

Homework!

The story of oneis more powerful than the story of many...

Most people know…

Even dramatic stories don’t necessarily move donors to act...

But hardly anyone knows…

Almost everything is irrelevant!

•Danger•Mystery•Fascination•Stuff about themselves

What people pay attention to

Once upon a time, something that someone else considers important happened. It had nothing in particular to do with you. But it was written by a skilled copywriter, so it moved fairly high on the list of contenders for your attention today. It ranked 97th out of 1,500 pieces of information you encountered today. You noticed five or six of them. And acted on one.

A story you will ignore

Once upon a time, something that had a lot to do with the kind of person you are happened. It confirmed your values and reminded you about things that are important to you. It called for you to take action in a way that you could hardly refuse, given the way it so clearly was part of your world.

A story you might act on

Make the donor the protagonist(Not your org!)

How to make the donor the story

Your gift will help us save these vital wetlands.Your gift will help save these vital wetlands.

Help us rescue the children!Rescue the children!

Treat her as a hero

Sick children are waiting for help. Your kindness will be an answer to their prayers!

Make it clear her action mattersStory

Present her with a problem to solve

• Feed hungry children• Rescue abandoned dogs• Save the rainforest• Fight cancer• Keep classical music strong

• Support our workBut not:

Donors don’t give to solve a problem because it’s big....they give because a problem is solvable.

Deadly Myths in FundraisingYour Introduction To Irresistible Communications

We Need to Get Young Donors

<35 35-44 45-54 55-64 65+

Donors by age (index)

35-44 11%

65+ 46%

<35 4%

55-64 22%

45-54 17%

Donors by age (percentage on typical file)

Percentage of income given to charity by age

<25 25-34 35-44 45-54 55-64 65-74 >75

Average: 1.7%

0.7%1.2%

1.4%1.6%

<50 50-59 60-69 70-79 80+

66%65%

68% 68%

Donor retention by age

The truth about Millennial donors:• They are rare• They retain at very low rates• They drive large events like the Ice

Bucket Challenge

Young Donors

Donors up 12%!

40 to65

Young Donors

Higher average giftsGreat long-term value

Lower retentionMore demanding

+_“Young” Donors

DigitalSocialBroadcastPerson-to-personFace-to-face

Where to Find Young Donors

Fundraising Annoys People

Is Fundraising Annoying?

Donors are happier

Donors are healthier

Donors get wealthier

warm glow

health

consciousness

finances

self image

Project WorkMaking Your Communications Irresistible….

Next for you…• Produce 3 great fundraising

offers for your organization. (Remember the offer diamond!)

• Work out what more you could do

• Don’t overcomplicate it! It doesn’t need fancy new ‘product development’!

• Book more learning• If you want to learn more about

making your communications irresistible!

Don’t just watchthis video and sit

back. Let’s list stuff to do…

http://bit.ly/JeffComms1

Thank you!

Irresistible Communications for Great Nonprofits€¦ · © Moceanic 2017 USE APPROVED FOR COURSE...

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Transcript of Irresistible Communications for Great Nonprofits€¦ · © Moceanic 2017 USE APPROVED FOR COURSE...

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