How to really sell your charity

With Ben Swart

NSPCC Fundraising Training Manager

@benswart

The pattern of great fundraisers

Mindset

Time Choices

Skills

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Because you’re ‘small’

1. You are able to be more nimble and reactive

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Because you’re ‘small’

1. You are able to be more nimble and reactive

2. You are often closer to the cause

@benswart @benswart

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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Because you’re ‘small’…

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Over next 50 minutes:

Help you find the people you meet more generous than they have ever

been before

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Think of a well known song

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The curse of knowledge

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The five questions to break the Curse of Knowledge

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1. Simply put, what’s the essence of the problem?

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Two thirds of prisoners re-offend

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They often find it nearly impossible to reintegrate with society

2. What’s unexpected (not immediately obvious) about the

problem?

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What’s unexpected about the problem?

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Over to you

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Good Luck

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“Everyone hates an ex offender, yet no one wants them to offend again”

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3. What story / analogy, demonstrates this problem?

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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?

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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

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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

4. Why are you optimistic your charity’s solution works?

What do people in authority say?

The Milgrim Experiment

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5. Simply put – how does the solution work?

Don’t spend two pots, spend one…

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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

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

Two main elements of EVERY weight loss advert…

Before

After

Thank You

@benswart

bswart@nspcc.org.uk

0207 825 3916