What Donors Want: An Introduction to Tailoring Your Message for the Right Donor
What donors want-and how to give it to them
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What donors want . . . . . . . And how to give it to them Laura Waller- Miller
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Too often, the only question a fundraiser has about a prospective donor is: "How much can I ask him for?" When we don't focus on the passions and vision of donors, we are leaving a lot of money on the table . . . But many fundraisers are unskilled and lacking in confidence on how to talk about these deep, personal issues. Join Laura Waller as she focuses on a few pages from Micheal J. Rosen's Book - Donor-Centered Planned Gift Marketing. We will discuss What People Want - and how to give it to them! Gain the clarity that leads to increased income for your nonprofit . . .
Transcript of What donors want-and how to give it to them
What donors want . . . . . . . And how to give it to them
Laura Waller-Miller
Chapter 3
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Motivation - Inspiration• Motivation (inside the donor)• What drives the donor• Emotion-based - - - Lifetime of background• 8 classes of motivation / background – Jay Steenhuysen
• Inspiration (communication WITH the donor)• Encouraging donors to take desired action• Story-based• About Satisfaction for the DONOR
• Manipulation• Being sold• Product based• About money
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Trust• Credibility• Reputation• Organization• Development
professional
• Personal connection• K-L-T model• Community• Network
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Clarity• Clear, simple messages• Themes• Stories
• Values, ideas• Unifying strategies• Identity• What is the organization
doing• The organization is effective• The organization is
competent• Real-life impact
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Stability - Longevity• Success• Security• Growth• Low risk• Firm foundation• Adaptable structure• Low turnover (C
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Satisfaction• Donors want to feel • Successful• Significant• Secure
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8 -Fold Path to Satisfaction
• Different communication for different motivations• Build trust, clarity
• Communicate Stability and Longevity• Establish a recurring experience of satisfaction
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8-Fold Path to Satisfaction• Charitable Intent• Values• Leverage• Role Model• Family Philanthropy• Expert• Legacy• Significance
It’s NEVER about MONEY!!!!
Thank you, Jay Steenhuysen of PPP for this list of donor motivations.
Build the story . . . • The story of ME• The story of US• The story of NOW
• 8 discernment questions to get the ball rolling• Decision Action
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. . . Back it up!• Engaging experiences• Building the
community around your cause• Systems, operations• All levels of donors• Advisors +
Fundraisers
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• O - Overarching vision of the organization and partners
• P - Purpose of the collaborative plan
• U - Unifying Strategies : 3- 5 (not 35!)
• S - Scorecard for Significance: meaningful metrics
• POP = Playbook of productive action : integrating the unique skills of the entire team - - - EXECUTION
DEFINE THE OPUS*
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SYSTEMS / OPERATIONS / STRUCTURE
Trends & Stories
Community & Networks
Discernment & Decision
3 Unifying Strategies
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If you give me a fish,
then you have fed me for a day
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If you teach me how to fish . . .
. . . then you have fed me until the river is contaminated or the shoreline is seized for development.
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But if you teach me to ORGANIZE . . .
. . . then whatever the challenges, I can join together with my peers and we will fashion our own response.
OPUS + POP• Do it for me (give a fish)• Custom Consulting
• Do it with me (give a fish / teach to fish)• Team Facilitation
• Let me figure it out (give a fish / teach to fish)• Unleashed Abundance eBook / Manual
• Show me how to ORGANIZE• Unleashed Abundance Community (C
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Unleashed Abundance Cohort
Process for rapid growth
• Community of mutual support• Handbook / manual
• Videos• Group coaching• LIVE! Conference
• 12 weeks + 12 months
OPUSPOP
Stories /Community/ Structure
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Are you surviving or thriving?
CoachingWhat is the most significant
obstacle preventing you from experiencing even more
success?www.liveninja.com/lauranne/
• FREE session to get started
Unleashed Abundance• New tools that you can
apply immediately to improve relationships with donors, family and friends
• Process that leads to undeniable fundraising success.
• Access to a members-only community of resources and on-going support
http://Unleashed-abundance.kajabi.comhttp://philanthropy2.wordpress.com
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