2. Rs. 50,000 Cash. Now

3. MAKING WORDS COUNT

4. PLANNING PACKAGING PROMOTING

5. PLANNING

6. PLANNING: AUDIENCE EVERYONE

7. PLANNING: AUDIENCE LIST OF DONORS Individuals Trusts and foundations Businesses Government Etc.

8. PLANNING: AUDIENCE KNOW YOUR DONORS Who will be interested in my issue? Demographics: Age, Gender, Income, Education, Geography? Lifestyle?

9. PLANNING: AUDIENCE Who will you be targeting- Existing donors who have donated to a similar appeal before? Important to understand prospective and current donors’ preferred channels for donating and communicating. Do they prefer to donate via online fundraising appeals that are signed by your organization’s executive director? Direct mail? By phone? Through peer-to-peer online fundraising campaigns?

10. PLANNING: AUDIENCE Mr. DONOR your imaginary friend.

11. PLANNING: OBJECTIVES What is your overall fundraising goal? Should not be drawn out of thin air Should be based on needs of organization

12. PLANNING: OBJECTIVE S pecific SMART Measurable A ttainable R elevant T ime bound

13. PLANNING: OBJECTIVES Raise more money for our services Raise awareness of our cause Educate people about our work Increase income by 20% UNHELPFUL OBJECTIVES

14. PLANNING: OBJECTIVES Outcomes focus not activities focused Everyone understands The real objective

15. PLANNING: CASE FOR SUPPORT EVERY. SINGLE. ONE

16. The NeedWhat problems are we trying to solve? Our Core BeliefWhat are we passionate about? Our vision for the futureWhen the problems have been solved, in what way will the world be a better place? Who we are?What is our role? What ‘type’ of organisation are we? What makes us Special?Why you should choose to support us, rather than other organisations? Our PersonalityHow we will behave in all that we do? Our Work Who we work with, where we work, the threats/issues we tackle, the services we deliver, how we work How your support makes a difference What your support has helped us achieve in the past, what we need you to help us achieve in the future. PLANNING: CASE FOR SUPPORT

17. CASE STUDY : The Oatmeal on Nikola TeslaThe Oatmeal PLANNING: CASE FOR SUPPORT

18. PACKAGING

19. PACKAGING : HOW Concise: Avoid jargons and acronyms Active: Make every sentence active Positive: Talk about what one can do, not what you can’t Short: One memorable sentence, 10-15 seconds to say Specific: Address a particular challenge and audience.

20. ENTICE. ENGAGE. EMPOWER

21. PACKAGING : ENTICING BANG!!!!! Lure your audiences into reading/listening what you write/speak? Your opening words have to be arresting.

22. PACKAGING : ENTICING Open the door to direct communication customize for each audience Focus on the one thing that they need to know Make your audience curious

23. CASE STUDY : MALNUTRITION

25. Giving and Asking People give money because they want to. People don’t give unless they are asked. People give money to people, not programs. People give money to opportunities, not deficits. People give to successful organizations, not to distressed ones. People give money to make a change for the good.

26. CASE STUDY : ASSAM FLOODS

28. PACKAGING : ENGAGING “If the story is not about the hearer, he will not listen.” Build a connection Tell donors how their donation will benefit the organization, program, and those served. People want to see a tangible impact.

29. PACKAGING : ENGAGING EMPATHY

30. PACKAGING : ENGAGING CASE STUDY : MUAC

31. PACKAGING : EMPOWERING CALL TO ACTION

32. PACKAGING : EMPOWERING People give money because they want to. People don’t give unless they are asked. People love being told what to do. Tell your donors what they need to do, they expect you to. Make sure you tell them what change you are trying to achieve in the real world, and how they can help it happen.

33. PACKAGING : EMPOWERING MAKE IT EASY FOR THEM Don’t make them jump channels. Choose appropriate tactics – Direct Mail, Online, Tele-calling, face-to-face.

34. PACKAGING : EMPOWERING

36. PROMOTING

37. SPREAD THE WORD

38. CASE STUDY THE ALS ICE BUCKET CHALLENGE Ice Bucket Challenge donations have reached $22.9 Million to The ALS Association As of Tuesday, August 19, The ALS Association has received $22.9 million in donations compared to $1.9 million during the same time period last year (July 29 to August 19). These donations have come from existing donors and 453,210 new donors to The Association.

39. CASE STUDY VIDEO : THE ALS ICE BUCKET CHALLENGE

40. QUESTIONS