The Offer Is the Story, the Story Is the Offer: The REAL Reasons Donors Give
Post on 19-Jan-2017
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Jann Schultz, Project HOPEJeff Brooks, TrueSense Marketing
The Offer Is the Story, the Story Is the Offer:
The REAL Reasons Donors Give(and how you can give them those reasons)
Donors don’t give to support your
organization.
Donors don’t give to support your
organization.They give to
expresstheir values.
What it’s like for donors when you
think it’s all about you...
Ourprograms!
Ourmethods! Our
brand!
Ourstaff!
Ourprograms!
Ourmethods! Our
brand!
Ourstaff!
?
We’ve got to tell our
story!
How fundraising goes wrong before it starts...
We’ve got to tell our
story!
If people knew how awesome we are, they’d
give!
How fundraising goes wrong before it starts...
What can I do to make the world a
better place?
What donors are thinking
What can I do to make the world a
better place?
What donors are thinking
Do you have an answer to their question?
What donors need...
1. A problem to solve2. Evidence of success3. A story to tell
A problem to solve We have tons of lifesaving medical supplies on hand, donated to us by generous partners.
It’s all urgently needed in poverty zones, where people are suffering, sick and dying.
Without the means to send these supplies to their destination, they won’t do anybody any good.
Every $1 you give will ship $105 worth of medicine and supplies, so your gift multiplies an amazing 105 times. When you give a gift of $25, it will send $2,625 in life saving medicine that will stop sickness before it kills.
A problem to solve
My name is Angel.
I'm an 8-year-old girl from Swaziland, and you can change my world for good!
Make me part of your family, and help me reach my God-given potential. $39 a month can help transform my community and change my world.
A problem to solve
World Vision
As their sea ice habitat As their sea ice habitat shrinks from climate change, shrinks from climate change, skinnier and hungrier polar skinnier and hungrier polar bears face a grave challenge to bears face a grave challenge to their survival. their survival.
You can play a critical role in You can play a critical role in the fight to protect wildlife and the fight to protect wildlife and their habitats by symbolically their habitats by symbolically adopting a polar bear.adopting a polar bear.
A problem to solve
World Wildlife Fund
Evidence of successThis is Johanna. She carried her daughter on her back to reach the clinic for medical treatment. Her daughter is alive today, thanks to you.
A story to tellI sent thousandsof dollars worth of medicine to sick people!
I save a polar bear
every month!
I’m a decent person. I’m following
the Scriptures.
A story to tellI sent thousandsof dollars worth of medicine to sick people!
I save a polar bear
every month!
I’m a decent person. I’m following
the Scriptures.
She’ll write the story...
A story to tellI sent thousandsof dollars worth of medicine to sick people!
I save a polar bear
every month!
I’m a decent person. I’m following
the Scriptures.
She’ll write the story... But you have to supply the materials!
How to make your story the donor’s story
1. Say “you” constantly2. Put the donor in the story3. Keep your heart on your
sleeve4. Put the donor in the action
Say “you” constantly If you’ve ever wanted to help people who are suffering, and if you’ve ever wanted to create real, lasting change in their lives, this is the time. Because the value of your gift goes through the roof when every single dollar you give will do $105 worth of good.
Say “you” constantly If you’ve ever wanted to help people who are suffering, and if you’ve ever wanted to create real, lasting change in their lives, this is the time. Because the value of your gift goes through the roof when every single dollar you give will do $105 worth of good. 8% of the words in this passage are “you”!
Donor in the story Our staff of doctors, nurses and health workers are trained and positioned to save lives:
•They know the people and the health problems they face.•Many have spent years fighting these exact health issues in similar communities.•We'll provide them with all the medicines and supplies they need to save lives and return sick people to health. In fact, the supplies have already been donated -- we just need to ship them to the field!
Please give today so we can make all this happen!
Donor in the story Our staff of doctors, nurses and health workers are trained and positioned to save lives:
•They know the people and the health problems they face.•Many have spent years fighting these exact health issues in similar communities.•We'll provide them with all the medicines and supplies they need to save lives and return sick people to health. In fact, the supplies have already been donated -- we just need to ship them to the field!
Please give today so we can make all this happen!
Donor in the story Our staff of doctors, nurses and health workers are trained and positioned to save lives:
•They know the people and the health problems they face.•Many have spent years fighting these exact health issues in similar communities.•We'll provide them with all the medicines and supplies they need to save lives and return sick people to health. In fact, the supplies have already been donated -- we just need to ship them to the field!
Please give today so we can make all this happen!
FAIL
Your generosity will make it possible for doctors, nurses and health workers in poor areas around the world to treat their patients, instead of being forced to stand by and watch them suffer. These clinics lack almost everything -- even ordinary medicines that you or I could easily pick up at the corner drugstore. That’s why your gift is so important.
Please give now, and your gift will multiply 105 times to send medicine and medical supplies to fight disease, heal hurts, and save lives.
Donor in the story
Heart on your sleeve Hamid bursts into fits of coughing without warning -- deep, rattling coughs that cause him to spit up blood. The pain in his chest is so bad, it’s like a giant is sitting on top of him. During the day, he burns up with fever. At night, he shivers with chills that freeze him. He has tuberculosis, and it’s just heartbreaking how he’s suffering.
The only solution is if Hamid gets the treatment he needs -- treatment that you can provide through your gift.
Donor in the actionFundraising is about action – action the donor can take!
Not action the donor watches us take!
Fundraising offer:• Specificity• Cost• Impact• Urgency
Donor in the action
Fundraising offer:
Donor in the action
Standard Old-Line Fundraising
We are AWESOME!
We have the most effective, cutting edge programs in the world today. Our staff are at the top of their field, and have decades of experience.
Standard Old-Line Fundraising
Storytelling Fundraising
We do awesome things!
Here’s a story to show you.
The puppy shivered in the winter cold. In his short life, he's never eaten anything but garbage, and nobody had ever said a kind word to him. Until we came a long, picked him up, wrapped him in a blanket, and took him to our shelter for nutritious food, medical care, and good old TLC.
Storytelling Fundraising
Donor-Focused Fundraising
You areawesome!Let me show
you how.
A puppy is shivering in the winter cold not so far from your home. In his short life, he's never eaten anything but garbage, and nobody had ever said a kind word to him. Until you decide to help him. Your kindness will pick him up, wrap him in a blanket, and take him to our shelter for nutritious food, medical care, and good old TLC.
Donor-Focused Fundraising
Donors do more than just donate. They also live out the values they share with us.(Booklet offered to donors and prospects.)
How we “get the goods” for our donors...
• Mining our program results database• Quarterly updates from program leaders• Sending professional photojournalists to
the field• Storytelling training for field staff• Educating senior leaders on importance
of stories and offers• Never stop working on this stuff!
Thank you!
jschultz@projecthope.org@jannschultz
www.projecthope.org
jeff.brooks@truesense.com@jeffbrooks
www.truesense.com
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