4-Step Messaging Formula for Fundraising Success
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Transcript of 4-Step Messaging Formula for Fundraising Success
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The 4-Step Messaging Formula for
Raising More Money with Your Fundraising Appeals
Caryn SteinVice President, Communications and Content
Network for Good
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Our agenda today:
• Year-end fundraising stats• Why people give• A formula you can use for better appeals• Where the formula can “go wrong”• Applying the formula• Clinic Q&A
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The importance of year-end fundraising.
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Source: Digital Giving Index, Network for Good
Giving Spikes: Disaster and December
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Reality check.Why do people give?
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Source: Hope Consulting/Money for Good, Why People Give
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#1) Personal Ties: People who give to organizations when they know the leadership or when they are asked by a friend
#2) The Repayers: People who give to causes or organizations that have directly affected their lives
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Your job:Inspire, then ask.
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The 4-Step Formula
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Step 1.Why me?
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Tips:
• Segment your outreach• Tap into identity• Focus on your donor’s impact
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Tips:
• Tell a story• Be tangible• Be prescriptive
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Tips:
• Switch up your messenger• Make your message personal• Show your social proof
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Step 4.Why now?
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Tips:
• Provide a deadline• Offer an incentive• Illustrate the consequences
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What wreaks havocwith the formula.
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Don’t: Forget to spotlight the donor Neglect to tell a story Forget to focus on one person, one
problem, one point Go crazy with statistics Get carried away with your need
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Applying the formula.
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Sam,Dear Sam,
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Why Me?
What for?Why Now?
Who Says?
Who Says?
Dear Sam,
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Dear Sam,
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Dear Sam,
Why me?
Why now?
Who says?
What for?
Why me?
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Last thought:Work at it until it’s really good.
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Thank You!www.networkforgood.com
@caryn74 | @Network4Good
To learn more about online fundraising and nonprofit marketing, join us for a free webinar:
www.nonprofit911.org