La fr troy_cc_2008
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Transcript of La fr troy_cc_2008
•President of The Write Concept, Inc. since March 2000
•Client list includes: Crittenton Hospital Medical Center, Rochester Area Neighborhood House, DaimlerChrysler Corporation, Golson Books Ltd.
•Member of the National Association of Women Business Owners, the National Association of Career Women, and Motor City Connect
Linda C. Angér
What’s on the Menu?
A new definition of Fundraising
Interactive Exercises
Essential Elements
Questions and Answers
•Introduce Yourself
•Name & Organization
•Why are you here?
•One thing you hope to learn in this session
First: About YOU
Marketing
Fund-Raising or Marketing?
Fundraising
is the process of attracting, getting and keeping customers for the long term.
is the process of attracting, getting and keeping donors for the long term.
People TOMA Retention
Revenues are secondary!
Choose Your CharityToday you will make several fundraising choices for a fictitious non-profit. The exercises will:
Take you out of your comfort zone
Demonstrate basic best practices
Ignite your creativity
Change your perspective
Insanity is doing the same thing over & over, expecting different results. (Albert Einstein)
GROG IT
Pair Up / Table Up for the exercises
•Which GROG do you represent?
•Who does GROG help, and why?
The MessageThe primary purpose of a fundraising letter is to:
I should be willing to repeatedly support your cause because... ?
Raising revenue is secondary
Give me ONE good reason. This will be the underlying theme of your letter.
Attract and retain donors
A Few Tips
Color Attracts and Sells
Tell them what to give
Tell a compelling story right away
The profit-killing equation
Meet them on their turf
The Profit-Killing Equation
Benefits of the benefits
Benefits of their dollars to the people you help
• education
• health care
• legal assistance
• transportation
• strong workforce
• more taxpayers
• safer streets
• insurance rates
Inability to specify benefits = lower return
Color Sells
Colorful Content:Colorful Elements:
• Headlines
• Subhead
• Photos
• Borders
• image-inducing
• emotion-inducing
Tell a StoryThe Rule of Statistical Deficiency:
Warm-blooded stories draw a stronger response than cold-blooded statistics.
If you must use statistics, combine them with visuals.
EXAMPLE:In 2006, Neighborhood House used your donations to distribute 240,000 pounds of food – equal to the weight of 24 full-grown elephants.
Meet Them on Their Turf
Will your in-terms grab them enough to pick up their phone or click through your website?
Use the language of the people you wish to attract, not your industry lingo.
Tell Them What to Give
Golf Outing Lessons: $10,000 Gold Sponsor (you get...)$ 5,000 Silver Sponsor (you get...)......$ 165 Individual Golfer (round, cart, lunch)
GROG IT• I should be willing to continually support
GROG because...?• Create one benefit, the benfit of the
benefit, & a preliminary message for each
Mind Map
The Methods of Delivery impact:Size, Configuration, Colors, Layout, and Cost.Work this out early!
At First Glance:
HEADLINES
The headline has only one purpose...
5X
80/20
To compel the reader to go on to the first sentence.
Your Headline must achieve 5 things:
• Be less than 17 words
• Be believable and colorful
• Trigger an emotional response
• Override the “So What?” Factor
• Push the reader to the first sentence of the letter
80/20
At First Glance:
HEADLINES
For Sale: Baby Shoes. Never Used.
GROG ITPair Up / Table Up•Choose two “Motivators,” and create a basic message for each•Create a headline for each
Done before everyone else? Write the first paragraph of your letter!
Motivators: Fear, Exclusivity, Guilt, Greed, Need for Approval, Ego Gratification
The Close
And, In the End...
Bring all the elements of your letter together in a summary, and ask for the donation. The Close must:Be strongly emotiveLead the donor directly to the response device
The Response DeviceClearly laid out, easy to follow, with “fill in” spaces that are large enough for long addresses.Restate your promise - what the donor will get as a result of giving to your cause.Don’t ask for more personal information than the donor is likely to consider “need to know” details.
a partial list of
What We’ve Left Out
• Why you should never use the same copy online as you do in print
• Font Fatalities: The psychology of font selection and why it can make or break the effectiveness of your appeal
• Marketing to a culturally diverse audience
• Premiums, freemiums, and thank you’s
• Why casual writing is more powerful than formal writing
• Why envelope size, color and tag lines are critical
• List-Building
• Testing
What did you learn today?
What questions are unanswered??Questions and Answers
Thank You For Being Here!
Linda C. AngérPresident, The Write Concept, Inc. www.TheWriteConcept,.com direct line [email protected]