Part 1 Making the Case

Transcription

1 1 Making a Best Case in Your Year-End Appeal ~ T o m A h e r n ~ Part 1 Making the Case 2 Why do you want my money? Because without your money, some worthy good can t happen. 3 4 Do you want me as well as my money? Absolutely. Your trust and confidence are important, NOT the size of your gift. 5 6

2 Friend-raisers raise more money than fundraisers. Donor-NEGLIGENT: We did this. We did that. We were amazing. Oh, by the way, thanks. 7 Donor Comm Self-Audit 2009 Tom Ahern 8 Donor-CENTRIC: With your help, all these amazing things happened. And without your help, they won t. All best cases, 3 things: Make a promise. Prove you have results. Acknowledge the donor. Donor Comm Self-Audit 2009 Tom Ahern 9 Case for Support 2009 Tom Ahern 10 Proof Promise Promise Donor Proof Donor Case for Support 2009 Tom Ahern 11 Case for Support 2009 Tom Ahern 12

3 Case for Support 2009 Tom Ahern 13 A case is not a description of what you do. (Though a BRIEF reminder is welcome.) Donors are staggeringly ignorant of the causes they support. -- Richard Radcliffe, dean of UK donor researchers Case for Support 2009 Tom Ahern 14 Just as good A case is a description of what you promise. Case for Support 2009 Tom Ahern 15 Case for Support 2009 Tom Ahern 16 Promise Case for Support 2009 Tom Ahern 17 Case for Support 2009 Tom Ahern 18

4 Promise Your case talks about why you matter (i.e., what the donor will achieve by supporting you) Case for Support 2009 Tom Ahern 19 Case for Support 2009 Tom Ahern 20 The Why we matter page from a case in progress Problem Solution Case for Support 2009 Tom Ahern 21 Case for Support 2009 Tom Ahern 22 Not sure why you matter? Pretend you ve gone away. A campaign case talks about where you re headed. Case for Support 2009 Tom Ahern 23 Case for Support 2009 Tom Ahern 24

5 Case for Support 2009 Tom Ahern 25 You re at A. People are living longer in America all the time. And for 3 out of 5, it s a very bitter ending for themselves and their families. Why? Because 3 out of 5 Americans over the age of 85 today get Alzheimer s. Case for Support 2009 Tom Ahern 26 But that grim outlook could soon improve. What s your B? Our research could help shrink the number afflicted with Alzheimer s significantly, maybe down to 1 in 5 -- within a decade. We re ready. But we can t do it without your help. Case for Support 2009 Tom Ahern 27 Case for Support 2009 Tom Ahern 28 A B Yale College is thriving, perhaps as never before. Recognizing that excellence is no excuse for complacency recommended substantial improvements in the curriculum Promise: science-rich Promise: arts expansion B Promise: building multinational graduates Promise: bringing a Yale education within reach of anyone good enough to be admitted Promise: perpetual glory. These are mostly named endowments. In a nutshell: We researched. And we discovered weaknesses that this $3 billion campaign will fix. It s just a matter of money. Case for Support 2009 Tom Ahern 29 Blah, blah, blah, problem, blah, blah, blah, evil But it doesn t have to be that way. Case for Support 2009 Tom Ahern 30

6 Case for Support 2009 Tom Ahern 31 A case answers common questions and doubts. This has 2 B s: the fork in the road story. Case for Support 2009 Tom Ahern 32 Talking right. Case for Support 2009 Tom Ahern 33 Case for Support 2009 Tom Ahern 34 You re not talking to other specialists. Zero jargon is the goal. The Shelter for Women, Inc. helps at-risk teen girls from CT towards recovery from abuse and neglect by supporting them to make sustainable gains towards independence. We provide these fragile young women with therapeutic treatment, residential and educational support, and access to community resources. Case for Support 2009 Tom Ahern 35 Case for Support 2009 Tom Ahern 36

7 Case for Support 2009 Tom Ahern 37 You love your multidisciplinary. They re left unmoved. All fundraising copy should sound like someone talking. -- George Smith, Tiny Essentials of Writing for Fundraising Case for Support 2009 Tom Ahern 38 XYZ University's strategic plan is designed to amplify the university's academic excellence. The result of a 13-month planning effort, the plan identifies strategies to enhance the university s work for students on three fronts: Reinterpreting the liberal arts skills of communication and critical thinking to take into account 21st-century challenges and opportunities Multiplying connections between students and faculty members by building on the faculty s record of original research and creativity Building on XYZ University s strong sense of community, locally and globally What s wrong? Too much insider jargon. No worthy emotional goal. No donor in sight. Case for Support 2009 Tom Ahern 39 Emotionally worthy goals Within a decade, if all goes according to plan, XYZ University will emerge as the top school in its class, leaving behind our peer schools of today. Admittedly, the plan is ambitious. And it won t be cheap: Plain excellence in education at this level never is. talk But we will get there, thanks to your vision, your commitment, and your help. The donor is the hero Case for Support 2009 Tom Ahern 40 Is 22 pages enough? If someone reads 150 words, you re lucky. Case for Support 2009 Tom Ahern 41 Case for Support 2009 Tom Ahern 42

8 Case for Support 2009 Tom Ahern 43 Case for Support 2009 Tom Ahern 44 $50 million raised Part 2 Direct Mail, Practically Speaking Your case for support is your arrow. Direct mail is your bow Direct mail appeal essentials You have to be out there and vulnerable. Don t be uptight and inhibited. Sew your heart to your sleeve. This is an emotional conversation with a friend. Keep it simple. Tell a relevant story and make your ask at least three times. Stay focused. It s about the donor. It s not about you. Talk about how much good the donor can do by making a gift. Make a gift to this special "Help Your Neighbors" appeal -- and you'll earn the community's profound thanks throughout Dear Tom, help. I am writing today -- on behalf of a select group of charities -- to ask your More than a few of your neighbors in Dutchess County need you. Desperately need you, to be perfectly honest. Neighbors like Shiobahn. Pretty name, you might be thinking. It's Irish for Joan. But Shiobahn was trapped in an ugly, terrifying, secret life. 48

9 Dear Tom, Dear Tom, You came to Sharp as a patient, in need of help. It was a typical warm, bright morning in "sun-sational" San Diego, one of 300 such days you and I enjoy each year. Thank you for that profound act of trust. Mr. Russ Moore, age 74, felt grand. Now I come to you, humbly, to ask for your help in turn. The cause of community health care here in San Diego needs you. Then an unsuspected clot drifted into a narrow artery and stopped the blood flow to his brain. Will you consider becoming its champion... by making a gift to the Sharp HealthCare Foundation this holiday season? Suddenly a warm, bright morning turned dark as death for Russ Moore. He fought for his life, impaled by a stroke. As a patient, you've experienced firsthand Sharp's award-winning health care. I sincerely hope you were satisfied with your outco me. I am writing today to thank you deeply for all your support of Sharp -- and especially to thank you on behalf of people like Russ Moore. What patients perhaps don't realize is just how much these good outcomes depend on the generosity of people like you and other San Diego residents. Philanthropy makes a huge contribution here at Sharp. Russ had you by his side. The truth is this: name any top hospital in America, and you'll discover that behind its continued success stand thousands of se lf - sacrificing benefactors like you. Great community health care is no accident. It depends in critic al ways on the generous hearts of you and other donors What is the purpose of direct mail? To get inside a person s home and carry on a brief, persuasive conversation, hoping it will earn your cause a gift. The special purpose of direct mail for smaller nonprofits? To build your base, in onesiestwosies, a few dozen at a time Who is most likely to give to you? The Society for Nice, Middle-Class, Older People (SONMOP) needs your help to feel good about themselves Source: Mark Phillips, Bluefrog, via Jeff Brooks 53 54

10 Which means your letter is NOT about you. Your letter is about the donor s emotions and interests. Who? How we read direct mail Step #1: The open or trash decision XYZ Organization 123 Sweeping Street Your town, CT Me? Ms. Jane Smith 567 Main Street Your town, CT What? Who? How we read direct mail Step #2: Do I really care? Logo What? [ Optional important message ] Me? Dear Ms. Smith, If you re like me, the sight of kids running around on stage in silly costumes makes you giggle with delight. How we read direct mail Step #3: What do you want me to do? What? Yes! I want to support children s community theatre in my town. Here s my tax -deductible gift of... address Sincerely, Ms. Sincerity Champion, ED Who? PS: ytuytggygkigkygkygigikgy Kinds of letters Ask yourself 1 st : What am I going to write today? 59 60

11 61 Two distinct types of letter Acquisition (no gift yet) 2. Renewal (made a prior gift) 1. Acquisition (reader is a stranger) 2. Renewal (an acquaintance) 62 Acquisition letter?s Who are you (your promise)? 2. What do you want? 3. Why should I trust you? 4. Why do you matter? 5. How do you relate to me? 6. What s the rush? ½ of 1% Reality check: Most people throw away most of their non-personal mail most of the time. Keep your expectations low. And personalize as much as you can. Personalization can include... The person s name The pronouns you and I An audience attribute: As a parent, you know... Geography: As a resident of... Hand-written touches 65 66

12 67 68 Renewal letter?s What did you do with my prior gift? 2. Are you grateful? 3. What do you want now? 4. Do you have proof? 5. Again: Who are you? 6. What s the rush? 40-70% 1 st hurdle: Open 2 nd hurdle: Read enough 3 rd hurdle: Act The outer/carrier envelope: the purpose is to get it ripped open with as much anticipation as possible. Nothing else. -- Jerry Huntsinger Offer 71 72

13 The letter: the purpose is to get the reader involved long enough and interested enough to make a positive decision. Nothing else. -- Jerry Huntsinger Dear Jane Doe, Welcome... I hope. I m writing today to request the pleasure of your acquaintance. There s a place reserved for you on The Rhode Island Foundation s mailing list... but only if you agree and check, Yes, I m interested on the enclosed reply card. You ll be in good company, that I can promise. [etc.] The reply device: the purpose is to provide a practical way for the donor to post the gift. Nothing else. -- Jerry Huntsinger Direct mail should be fun. Fun can mean enjoying a story you tell, feeling empathy, doing something to help

14 79 What intriguing thing can I do on my envelope that might cause more people to open it? 80 Inside, just for you: No address labels, no refrigerator magnets... just the profound thanks of the Dutchess County neighbors you will help. (And a website in your very own name.)

15 Tom Ahern 86 Inside... one of Salt Lake City s darkest secrets. If you have board members, you have the essential tools for handaddressing. It s the only occasion when bad handwriting is a plus, says Rick Schwartz Your letter is NOT about you. It is about HOW WONDERFUL THE DONOR IS for joining your merry band

16 Your salutation is either......personalized ( Dear Ms. Smith )...impersonal but friendly ( Dear Friend, Dear Neighbor )...impersonal but shares values ( Dear Fellow School Mom, Dear Voter in Alfalfa County ) Your opening paragraph is 10 words (or preferably much less), to engage them quickly Dear Jane Sample, Our doctors call it "Day Zero. It s the day you come back from the dead. Dear Mr. Sample, Soon it will be tax time again. Perhaps not the happiest thought, but there could be a silver lining... if you make a gift to Bryant now I am writing today and sending you this teddy bear because we really need your help in our 2009 Mothers Against Drunk Driving Irving Area Annual Fund Campaign. Your 2 nd paragraph is also short and gets to the point. I m writing today to ask your help with one of our community s biggest problems... Source: Mal Warwick newsletter Then pause. Take a breath

17 Good letter attributes Now comes the proof you re worthy of a gift. Spin a story. Always indent your paragraphs. Use emphases like boldface and underlining but use them sparingly. Use a common serif typeface like Times. Make it easy to skim: use short paragraphs, sentence fragments, bullet lists. The letter, the envelope, and the reply device work as a unit. They should echo each other. 97 Direct mail doesn t work in isolation. It works in conjunction with reporting. That s what your newsletter is for: accomplishment reporting. Annual appeals are not once a year mailings. Your goal: 4 appeals annually Do I make it superduper easy to make a gift? 101 Love Thy Reader 2009 Tom Ahern 102

18 Is my stuff rich with emotional triggers? (Direct mail industry trade secret!) Seven emotional triggers cause people to respond to direct mail: -- Anger -- Exclusivity -- Fear -- Flattery -- Greed -- Guilt -- Salvation

19 Are you inviting your donors to a fight? My free how-to e-newsletter m