Fundraising Oriented Communications How to Write Amazing Fundraising Materials

For fundraising purposes only

Every. Single. Time.

What is donor centered fundraising? “What matters to the donor?” Donor is the center, not the organization Donor centered = person centered.

What do I say? How do I say it? PEOPLE LIKE STORIES.

With a beginning, middle, and (sometimes) an end.

HEROES

CHARACTERS YOU CARE ABOUT

FORGET WHAT YOU LEARNED IN COLLEGE. FORGET WHAT YOU LEARNED IN COLLEGE. (And absolutely everything you learned in law school.)

FYI, going forward, in the long run, we need to adopt a KISS approach, engaging our stakeholders by adding value and leveraging our brand equity.

THE ASK (Don’t forget to ASK. Often.) Why? Impact Assumption of ‘yes’ THE ASK

PRESENTATION PRESENTATION (it matters) Attention-grabbing Formatting – Bold, underline, and italics – White space Consider using a P.S. at the end of the letter to sum up and call to action

BEFORE & AFTER (which would you rather read?)

OTHER TYPES OF FUNDRAISING COMMUNICATIONS MATERIALS Newsletters Social Media

What Is Segmentation? Dividing a broad donor base into smaller groups based on certain characteristics

Why Segment Your List? For relationship building – show me you know me To make a “yes” more likely Match with your capacity

What Kind of Information Can We Collect? Giving history Giving history Public knowledge Public knowledge Organizational Organizationalknowledge

How Do We Find This Information? RESEARCH INFO FROM DONOR PHONE CALLS NATURAL PARTNERS GIVING HISTORY WHERE DO WE FIND THIS INFORMATION ? SURVEYS MEETINGS

What Do We Do With All This Information? Tailor your message Tailor your message Give additional attention Give additional attention Honor preferences Honor preferences

Questions