Virtually Amazing: Get Your Message to the Masses Without Leaving Home July 15, 2020
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Vir t ual ly Amaz ing G et Your Message to the Masses Without Leaving HomeJ u l y 1 5 2 0 2 0
Liz RaglandCustomer Marketing Manager
YO U R H O S T
We rsquore He re fo r Yo u U p co ming ldquoNew No rm a lrdquo We b i nars
bull 722mdashDonor acknowledgements
bull 729mdashPlanned giving
bull 812mdashEngaging donors with Personal Video Messages
3
4
R E M I N D E R S
bull WE RECOMMEND USING HEADPHONES
bull CHROME WORKS BEST
bull SUBMIT QUESTIONS IN THE ldquoQUESTIONSrdquo BOX
bull FOLLOWING ALONG ON TWITTER NETWORK4GOOD
NFGWEBINAR
bull RECORDING AND SLIDES WILL BE SENT WITHIN 72 HOURS
bull SPREAD THE WORD NETWORKFORGOODCOMWEBINARS
5
SIMPLE
FUNDRAISING SOFTWARE
SIMPLE
SMART
6
7
Click Here to Tour Personal Video Message Feature
Janet CobbPersonal Fundraising Coach with
Network for Good
YO U R P R E S E N T E R S
Madison GonzalezNetwork for Good Customer
9
A G E N DA
Storytelling is a proven fundraising strategy for engaging supporters and donorsmdashbut how do you do it during COVID-19
bull The power of story
bull Write memorable and effective stories
bull Share stories using multiple communications channels
bull Create engaging personal video messages to stand out from the crowd
bull Establish a communication cadence
IMAGERY AND STORYTELLING CAN TOUCH HEARTS AND DRIVE ACTION
10
STORIES PROMPT AN EMOTIONAL RESPONSE AND A DESIRE TO HELP
11
IN T IMES OF CRIS IS STORIES GIVE US HOPE
12
STORIES HELP US PUT THE FOCUS WHERE IT BELONGS ndashON THE BENEFICIARY
13
14
The most powerful person
in the world is the story teller rdquo - Steve Jobs
15
T H E P O W E R O F S T O R Y
Bestow identity they shake us up they open us to our own deepest experience
- Prophetic Dialogue Bevans and Schroeder
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
Liz RaglandCustomer Marketing Manager
YO U R H O S T
We rsquore He re fo r Yo u U p co ming ldquoNew No rm a lrdquo We b i nars
bull 722mdashDonor acknowledgements
bull 729mdashPlanned giving
bull 812mdashEngaging donors with Personal Video Messages
3
4
R E M I N D E R S
bull WE RECOMMEND USING HEADPHONES
bull CHROME WORKS BEST
bull SUBMIT QUESTIONS IN THE ldquoQUESTIONSrdquo BOX
bull FOLLOWING ALONG ON TWITTER NETWORK4GOOD
NFGWEBINAR
bull RECORDING AND SLIDES WILL BE SENT WITHIN 72 HOURS
bull SPREAD THE WORD NETWORKFORGOODCOMWEBINARS
5
SIMPLE
FUNDRAISING SOFTWARE
SIMPLE
SMART
6
7
Click Here to Tour Personal Video Message Feature
Janet CobbPersonal Fundraising Coach with
Network for Good
YO U R P R E S E N T E R S
Madison GonzalezNetwork for Good Customer
9
A G E N DA
Storytelling is a proven fundraising strategy for engaging supporters and donorsmdashbut how do you do it during COVID-19
bull The power of story
bull Write memorable and effective stories
bull Share stories using multiple communications channels
bull Create engaging personal video messages to stand out from the crowd
bull Establish a communication cadence
IMAGERY AND STORYTELLING CAN TOUCH HEARTS AND DRIVE ACTION
10
STORIES PROMPT AN EMOTIONAL RESPONSE AND A DESIRE TO HELP
11
IN T IMES OF CRIS IS STORIES GIVE US HOPE
12
STORIES HELP US PUT THE FOCUS WHERE IT BELONGS ndashON THE BENEFICIARY
13
14
The most powerful person
in the world is the story teller rdquo - Steve Jobs
15
T H E P O W E R O F S T O R Y
Bestow identity they shake us up they open us to our own deepest experience
- Prophetic Dialogue Bevans and Schroeder
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
We rsquore He re fo r Yo u U p co ming ldquoNew No rm a lrdquo We b i nars
bull 722mdashDonor acknowledgements
bull 729mdashPlanned giving
bull 812mdashEngaging donors with Personal Video Messages
3
4
R E M I N D E R S
bull WE RECOMMEND USING HEADPHONES
bull CHROME WORKS BEST
bull SUBMIT QUESTIONS IN THE ldquoQUESTIONSrdquo BOX
bull FOLLOWING ALONG ON TWITTER NETWORK4GOOD
NFGWEBINAR
bull RECORDING AND SLIDES WILL BE SENT WITHIN 72 HOURS
bull SPREAD THE WORD NETWORKFORGOODCOMWEBINARS
5
SIMPLE
FUNDRAISING SOFTWARE
SIMPLE
SMART
6
7
Click Here to Tour Personal Video Message Feature
Janet CobbPersonal Fundraising Coach with
Network for Good
YO U R P R E S E N T E R S
Madison GonzalezNetwork for Good Customer
9
A G E N DA
Storytelling is a proven fundraising strategy for engaging supporters and donorsmdashbut how do you do it during COVID-19
bull The power of story
bull Write memorable and effective stories
bull Share stories using multiple communications channels
bull Create engaging personal video messages to stand out from the crowd
bull Establish a communication cadence
IMAGERY AND STORYTELLING CAN TOUCH HEARTS AND DRIVE ACTION
10
STORIES PROMPT AN EMOTIONAL RESPONSE AND A DESIRE TO HELP
11
IN T IMES OF CRIS IS STORIES GIVE US HOPE
12
STORIES HELP US PUT THE FOCUS WHERE IT BELONGS ndashON THE BENEFICIARY
13
14
The most powerful person
in the world is the story teller rdquo - Steve Jobs
15
T H E P O W E R O F S T O R Y
Bestow identity they shake us up they open us to our own deepest experience
- Prophetic Dialogue Bevans and Schroeder
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
4
R E M I N D E R S
bull WE RECOMMEND USING HEADPHONES
bull CHROME WORKS BEST
bull SUBMIT QUESTIONS IN THE ldquoQUESTIONSrdquo BOX
bull FOLLOWING ALONG ON TWITTER NETWORK4GOOD
NFGWEBINAR
bull RECORDING AND SLIDES WILL BE SENT WITHIN 72 HOURS
bull SPREAD THE WORD NETWORKFORGOODCOMWEBINARS
5
SIMPLE
FUNDRAISING SOFTWARE
SIMPLE
SMART
6
7
Click Here to Tour Personal Video Message Feature
Janet CobbPersonal Fundraising Coach with
Network for Good
YO U R P R E S E N T E R S
Madison GonzalezNetwork for Good Customer
9
A G E N DA
Storytelling is a proven fundraising strategy for engaging supporters and donorsmdashbut how do you do it during COVID-19
bull The power of story
bull Write memorable and effective stories
bull Share stories using multiple communications channels
bull Create engaging personal video messages to stand out from the crowd
bull Establish a communication cadence
IMAGERY AND STORYTELLING CAN TOUCH HEARTS AND DRIVE ACTION
10
STORIES PROMPT AN EMOTIONAL RESPONSE AND A DESIRE TO HELP
11
IN T IMES OF CRIS IS STORIES GIVE US HOPE
12
STORIES HELP US PUT THE FOCUS WHERE IT BELONGS ndashON THE BENEFICIARY
13
14
The most powerful person
in the world is the story teller rdquo - Steve Jobs
15
T H E P O W E R O F S T O R Y
Bestow identity they shake us up they open us to our own deepest experience
- Prophetic Dialogue Bevans and Schroeder
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
5
SIMPLE
FUNDRAISING SOFTWARE
SIMPLE
SMART
6
7
Click Here to Tour Personal Video Message Feature
Janet CobbPersonal Fundraising Coach with
Network for Good
YO U R P R E S E N T E R S
Madison GonzalezNetwork for Good Customer
9
A G E N DA
Storytelling is a proven fundraising strategy for engaging supporters and donorsmdashbut how do you do it during COVID-19
bull The power of story
bull Write memorable and effective stories
bull Share stories using multiple communications channels
bull Create engaging personal video messages to stand out from the crowd
bull Establish a communication cadence
IMAGERY AND STORYTELLING CAN TOUCH HEARTS AND DRIVE ACTION
10
STORIES PROMPT AN EMOTIONAL RESPONSE AND A DESIRE TO HELP
11
IN T IMES OF CRIS IS STORIES GIVE US HOPE
12
STORIES HELP US PUT THE FOCUS WHERE IT BELONGS ndashON THE BENEFICIARY
13
14
The most powerful person
in the world is the story teller rdquo - Steve Jobs
15
T H E P O W E R O F S T O R Y
Bestow identity they shake us up they open us to our own deepest experience
- Prophetic Dialogue Bevans and Schroeder
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
6
7
Click Here to Tour Personal Video Message Feature
Janet CobbPersonal Fundraising Coach with
Network for Good
YO U R P R E S E N T E R S
Madison GonzalezNetwork for Good Customer
9
A G E N DA
Storytelling is a proven fundraising strategy for engaging supporters and donorsmdashbut how do you do it during COVID-19
bull The power of story
bull Write memorable and effective stories
bull Share stories using multiple communications channels
bull Create engaging personal video messages to stand out from the crowd
bull Establish a communication cadence
IMAGERY AND STORYTELLING CAN TOUCH HEARTS AND DRIVE ACTION
10
STORIES PROMPT AN EMOTIONAL RESPONSE AND A DESIRE TO HELP
11
IN T IMES OF CRIS IS STORIES GIVE US HOPE
12
STORIES HELP US PUT THE FOCUS WHERE IT BELONGS ndashON THE BENEFICIARY
13
14
The most powerful person
in the world is the story teller rdquo - Steve Jobs
15
T H E P O W E R O F S T O R Y
Bestow identity they shake us up they open us to our own deepest experience
- Prophetic Dialogue Bevans and Schroeder
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
7
Click Here to Tour Personal Video Message Feature
Janet CobbPersonal Fundraising Coach with
Network for Good
YO U R P R E S E N T E R S
Madison GonzalezNetwork for Good Customer
9
A G E N DA
Storytelling is a proven fundraising strategy for engaging supporters and donorsmdashbut how do you do it during COVID-19
bull The power of story
bull Write memorable and effective stories
bull Share stories using multiple communications channels
bull Create engaging personal video messages to stand out from the crowd
bull Establish a communication cadence
IMAGERY AND STORYTELLING CAN TOUCH HEARTS AND DRIVE ACTION
10
STORIES PROMPT AN EMOTIONAL RESPONSE AND A DESIRE TO HELP
11
IN T IMES OF CRIS IS STORIES GIVE US HOPE
12
STORIES HELP US PUT THE FOCUS WHERE IT BELONGS ndashON THE BENEFICIARY
13
14
The most powerful person
in the world is the story teller rdquo - Steve Jobs
15
T H E P O W E R O F S T O R Y
Bestow identity they shake us up they open us to our own deepest experience
- Prophetic Dialogue Bevans and Schroeder
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
Janet CobbPersonal Fundraising Coach with
Network for Good
YO U R P R E S E N T E R S
Madison GonzalezNetwork for Good Customer
9
A G E N DA
Storytelling is a proven fundraising strategy for engaging supporters and donorsmdashbut how do you do it during COVID-19
bull The power of story
bull Write memorable and effective stories
bull Share stories using multiple communications channels
bull Create engaging personal video messages to stand out from the crowd
bull Establish a communication cadence
IMAGERY AND STORYTELLING CAN TOUCH HEARTS AND DRIVE ACTION
10
STORIES PROMPT AN EMOTIONAL RESPONSE AND A DESIRE TO HELP
11
IN T IMES OF CRIS IS STORIES GIVE US HOPE
12
STORIES HELP US PUT THE FOCUS WHERE IT BELONGS ndashON THE BENEFICIARY
13
14
The most powerful person
in the world is the story teller rdquo - Steve Jobs
15
T H E P O W E R O F S T O R Y
Bestow identity they shake us up they open us to our own deepest experience
- Prophetic Dialogue Bevans and Schroeder
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
9
A G E N DA
Storytelling is a proven fundraising strategy for engaging supporters and donorsmdashbut how do you do it during COVID-19
bull The power of story
bull Write memorable and effective stories
bull Share stories using multiple communications channels
bull Create engaging personal video messages to stand out from the crowd
bull Establish a communication cadence
IMAGERY AND STORYTELLING CAN TOUCH HEARTS AND DRIVE ACTION
10
STORIES PROMPT AN EMOTIONAL RESPONSE AND A DESIRE TO HELP
11
IN T IMES OF CRIS IS STORIES GIVE US HOPE
12
STORIES HELP US PUT THE FOCUS WHERE IT BELONGS ndashON THE BENEFICIARY
13
14
The most powerful person
in the world is the story teller rdquo - Steve Jobs
15
T H E P O W E R O F S T O R Y
Bestow identity they shake us up they open us to our own deepest experience
- Prophetic Dialogue Bevans and Schroeder
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
IMAGERY AND STORYTELLING CAN TOUCH HEARTS AND DRIVE ACTION
10
STORIES PROMPT AN EMOTIONAL RESPONSE AND A DESIRE TO HELP
11
IN T IMES OF CRIS IS STORIES GIVE US HOPE
12
STORIES HELP US PUT THE FOCUS WHERE IT BELONGS ndashON THE BENEFICIARY
13
14
The most powerful person
in the world is the story teller rdquo - Steve Jobs
15
T H E P O W E R O F S T O R Y
Bestow identity they shake us up they open us to our own deepest experience
- Prophetic Dialogue Bevans and Schroeder
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
STORIES PROMPT AN EMOTIONAL RESPONSE AND A DESIRE TO HELP
11
IN T IMES OF CRIS IS STORIES GIVE US HOPE
12
STORIES HELP US PUT THE FOCUS WHERE IT BELONGS ndashON THE BENEFICIARY
13
14
The most powerful person
in the world is the story teller rdquo - Steve Jobs
15
T H E P O W E R O F S T O R Y
Bestow identity they shake us up they open us to our own deepest experience
- Prophetic Dialogue Bevans and Schroeder
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
IN T IMES OF CRIS IS STORIES GIVE US HOPE
12
STORIES HELP US PUT THE FOCUS WHERE IT BELONGS ndashON THE BENEFICIARY
13
14
The most powerful person
in the world is the story teller rdquo - Steve Jobs
15
T H E P O W E R O F S T O R Y
Bestow identity they shake us up they open us to our own deepest experience
- Prophetic Dialogue Bevans and Schroeder
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
STORIES HELP US PUT THE FOCUS WHERE IT BELONGS ndashON THE BENEFICIARY
13
14
The most powerful person
in the world is the story teller rdquo - Steve Jobs
15
T H E P O W E R O F S T O R Y
Bestow identity they shake us up they open us to our own deepest experience
- Prophetic Dialogue Bevans and Schroeder
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
14
The most powerful person
in the world is the story teller rdquo - Steve Jobs
15
T H E P O W E R O F S T O R Y
Bestow identity they shake us up they open us to our own deepest experience
- Prophetic Dialogue Bevans and Schroeder
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
15
T H E P O W E R O F S T O R Y
Bestow identity they shake us up they open us to our own deepest experience
- Prophetic Dialogue Bevans and Schroeder
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
Tension
bull Distress grabs attention
bull Produces cortisol
Climax
bull Emotionally charged events
bull Releases dopamine
Call to Action
bull Generates oxytocin
bull Fosters empathy
NEUROSCIENCE BEHIND A STORY
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
DEVELOPING THE NARRATIVE
17
Than
k yo
u
What your gift will do
Rep
ort
imp
act
succ
ess
What your gift is doing
Ne
wsl
ette
rsR
epo
rts
What your gift did do
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
18
W R I T E M E M O R A B L E A N D E F F E C T I V E S TO R I E S A B O U T T H O S E I M PA C T E D BY YO U R M I S S I O N
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
DEVELOPING THE NARRATIVE
19
bull Who is the protagonist (a beneficiary)
bull What problem do they face
bull How will the problem be solved
bull How does the prospectdonor relate (Make the personal experience universal)
bull How will a donation solve the problem
bull What do you want the reader to do
bull What is your call to action
bull Acknowledge the uniqueness of circumstances with compassion
bull What problem are beneficiaries or the organization facing
bull Ask for support to address the problem
bull Offer details of how gift will provide a solution ndash specificity works here
bull Offer message of hope at the other end of the crisis
bull What do you want the reader to do
bull What is your call to action
In Normal Times In Crisis Times
Telling your money story
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
20
CUSTOMER PRESENTER
MADISON GONZALEZCOMMUNITY INVOLVEMENT
AND EVENTS MANAGER
MORNING LIGHT
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
21
Email 1 | Subject Line Meet Dewey A Walk Down
Memory Lane
Email 2 | Subject Line Meet Dewey The Bad With The
Good
Email 3 | Subject Line Meet Dewey And His New Friend
Julia
EMAIL SAMPLES
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
23
WHICH WOULD YOU RATHER READ
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
24
YO U C A N A L S O P E R S O N I F Y A N I M A L S A N D O R I N A N I M AT E O B J E C T S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
CHARACTER DEVELOPMENT
25
First introduce a character
Then detail the obstacles and conflicts your character faces when working toward a goal This is the real meat of the story when your character is struggling to get a law passed a visa for a refugee emergency surgery for an animal Itrsquos not clear if the character will prevail
Next remind the reader they have the power to create a happy ending
Clear call to action ndash specific ASK
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
FOLLOW THE STORY ARC
26
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
POINT OF VIEW
27
Beneficiary
Volunteer or staff
Board member
Family or friend
Community
Tell the story from different points of view to give various perspectives that the donor might relate to
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
28
FOCUS ON INDIVIDUALS
The most effective stories feature one individual in need
bull ONE personbull ONE problembull ONE point
Studies have shown that people donate more when they can identify with one person in need
Why The singularity effect
bull Donors may not be able to imagine solving an entire problem (hunger homelessness etc) but they could imagine solving it for just one individual
bull Itrsquos easier to form a personal connection with one person rather than a big group
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
29
S H A R E YO U R S TO R I ES A N D S U C C E S S E S U S I N G M U LT I P L E C O M M U N I C AT I O N S C H A N N E L S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
31
C O M M U N I C AT I O N
C H A N N E L S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
TE LL ING YOU R STORY IN D IFFE RE NT WORD COU NTS
32
CASE
Motto
File
Brochure
One-sheet
Elevator Pitch
Tagline2 - 3 Hashtag3 ndash 4 TaglineMotto10 - 15 Twitter15 - 30 Facebook50 - 100 Donation Form250 - 350 Email1000+ Direct Mail
Newsletters Grant Proposals
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
33
E M A I L = 2 3 V S
T E X T = 9 8
N E T W O R K F O R G O O D F U N D R A I S I N G S O F T W A R E O F F E R S
bull T E X T - T O - G I V E
bull T E X T - T O - P L E D G E
bull T E X T - T O - F O R M
bull B R O A D C A S T T E X T S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
34
T E X T A P P E A L S
bull I N C L U D E F U N amp E A S Y H A S H T A G
bull T R I P L E C H E C K L I N K T O G I V I N G P A G E
bull M A K E M E S S A G I N G C O N S I S T E N T W I T H A L L A P P E A L S I N T H E S E R I E S
bull K E E P I T S I M P L E ndash L E S S I S M O R E
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
35
B U I L D S T R O N G E R R E L AT I O N S H I P S W I T H N E T W O R K F O R G O O D S B U I LT -I N P E R S O N A L V I D E O M E S S A G E S
bull T H A N K A N E W D O N O R
bull S A Y H A P P Y B I R T H D AY
bull S H A R E S T O R Y W I T H D O N O R S
bull T H A N K Y O U R V O L U N T E E R S
bull R E A C H O U T T O M A J O R D O N O R
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
36
S O C I A L M E D I A A P P E A L
bull C O L L E C T T H E B E S T I M A G E S
bull C R E A T E F U N amp E A S Y H A S H TA G
bull A L L L I N K S P O I N T T O G I V I N G P A G E
bull I N T R O D U C E G O A L D E S I R E D O U T C O M E S
bull C L E A R C A L L T O A C T I O N
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
37
F O R M S M A K E D ATAC O L L E C T I O N S I M P L E
bull G R O W Y O U R P R O S P E C T L I S T
bull G E T F E E D B A C K F R O M D O N O R S
bull U P D AT E D O N O R D A T A
bull V O L U N T E E R S I G N - U P S
bull I N T E R A C T I N R E A L - T I M E
bull R S V P S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
38
P R O D U C T S P OT L I G H T
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
39
C R E AT E E N G AG I N G P E R S O N A L V I D EO M E S S A G E S T H AT M A K E YO U R O R G A N I ZAT I O N S TA N D O U T F R O M T H E C R O W D
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
40
P E R S O N A L V I D E O M E S S A G E
T h e B l o c C h i c a g o
httpstheblocchicagodmnetworkforgoodcomvideo_acknowledgementsAt1sx2A3c2O52G8u1VMK-w
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
41
P E R S O N A L V I D E O M E S S A G E
K i d s D a n c e O u t r e a c h
httpskidsdanceoutreachdmnetworkforgoodcomvsCqDq_qLRzKuCpzkS_NdYg
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
42
ldquo I t s e a s y a n d s o f a s t a n d t h e b e s t p a r t i s a n y o n e o n m y b o a r d c a n s e n d a v i d e o t o a d o n o r j u s t b y l o g g i n g i n t o o u r a c c o u n t w i t h t h e i r p h o n e o r c o m p u t e r rdquo
S h e l l i e D a n i e l s
C h i l d r e n W i t h H o p e
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
43
E S TA B L I S H A C O M M U N I C AT I O N C A D E N C E
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
44
bull Be conversational not business formal
bull Create dialogue not monologue
bull Communicate often ndash with engaging content
bull Speak to people who care about what you care
bull Resend to those who didnrsquot open
bull Segment for more engaging stories
BE CONSISTENT
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
REMEMBER TO ALWAYS KEEP YOUR WRITING WITHIN THE FRAMEWORK OF AN ONGOING STORY
45
Thank you
What your gift will do
Report impactsuccess
What your gift is doing
NewslettersReports
What your gift did do
Helpful resource Telling your money story
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
46
F I N A L T H O U G H T S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
48
VERB + WHO IS
IMPACTED
Try to AVOID words likePartner withhellip
Help ushellipWe
HouseWarmEducateCureAdopt CultivateEncourageEmpower
the homelessthe colda childsick a dogscientistscollaborationyoung women
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
C O M M U N I C AT E I N P E R S O N A L S E N S I T I V E A N D A P P R O P R I AT E WAY S
bull Write from a first-person voice ndash ldquoIrdquo not the organizational ldquowerdquo
bull Use ldquowerdquo when you mean ldquoself + donorrdquo or ldquosocietyrdquo
bull Be honest vulnerable authentic Share how yoursquore feeling
bull Use conversational voice with contractions incomplete sentences repetitionmdashthis creates intimacy
bull Always offer some sense of hope and lsquosolutionrsquo to the problem
bull When in doubt ask multiple reviewers
49
Where do I start
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
50
Engage amp Nurture
Ask
Thank
Report Impact
Repeat
DESIGN A 2020 FUNDRAISING ENGAGEMENT PLAN
2) Ask for subscription gifts to sustain your
organization and build awareness for planned
gifts
1) DailyWeekly storytelling across multiple channelsmdashespecially video text and
social (board and volunteers too)
3) Thank often and unexpectedly and
showcase on social
4) Use compelling visuals storytelling infographics
webinarslive sessions
5) Do not stop interacting with your donors and
supportersmdashfor the rest of the year
Everyday Best Practices
51
Q U E S T I O N S
51
Q U E S T I O N S
Related Documents
