building the perfect fund raising pitch
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Building the Perfect Fund Raising Pitch. Kim Alter Will Morgan November 4 , 2008. Outline. Fund raising presentation: the check list Tutorial: effective presentation techniques Assembling the perfect fund raising pitch Real world examples. Fundraising presentation: The check list. - PowerPoint PPT PresentationTRANSCRIPT
SEEP Annual Conference November 2008
Building the Perfect Fund Raising Pitch
Kim AlterWill Morgan
November 4, 2008
SEEP Annual Conference
October 2006
Outline
Fund raising presentation: the check list
Tutorial: effective presentation techniques
Assembling the perfect fund raising pitch
Real world examples
SEEP Annual Conference November 2008
Fundraising presentation:
The check list
SEEP Annual Conference
October 2006
Presentation check list Open Problem, Mission and USP Business Summary & objectives Target Market SWOT Market Analysis Marketing (Product, price, distribution and promotion) Business Model Team Financials Money raised and The Ask Risks and contingencies Close
SEEP Annual Conference November 2008
Tutorial:
Effective presentations
SEEP Annual Conference
October 2006
Effective presentation techniques
The problem with presentations What’s in it for you? Flow structures Linkages Capturing the audience Visuals and style Customization
SEEP Annual Conference
October 2006
The problem with presentations
No clear point No audience benefit No clear flow Too detailed Too long Giving paper copy of presentation in advance
SEEP Annual Conference
October 2006
How to effectively addressthe problems with presentations?
Grab your audience’s interest State your objectives upfront View presentation through the eyes of your audience Focus on benefits on features Logical flow and persuasionKeep their interest
What’s in it for them?
SEEP Annual Conference
October 2006
‘Audience Advocacy’
‘WIIFY’: What’s in it for you?
Link every element of a presentation to a clear benefit
WIIFY tests: What does is mean to ‘you’? Who cares? So what?
SEEP Annual Conference
October 2006
‘Audience Advocacy’
Don’t make them think
Research their needs
Resist the generic company presentation
SEEP Annual Conference
October 2006
Avoid the Data Dump presentation
Worst problem in presentations:no flow, no logic
Do the data dump before the presentation
Cluster your key concepts around the principal point(s) you need to make and create the main pillar(s) of the presentation
“B point”
SEEP Annual Conference
October 2006
Flow structures
Audience has only linear access to your content
Do not describe a forest, one tree at a time, with no apparent relationship between them!
Proven techniques to organize an idea in a logical sequence: flow structures
SEEP Annual Conference
October 2006
Flow structures for fund raising
Most efficient flow for fundraising presentations: Opportunity / Leverage
Opportunity: For doing it better or differently Because no one has done it like this before
Leverage: Added value Multiplier Efficiency
More with less or the same
SEEP Annual Conference
October 2006
Linkages
Verbal transitions from one slide to the next
Reference the Flow Structure
Progressive agenda and bumper slides
Point B reinforcement
SEEP Annual Conference
October 2006
Capturing the audience
‘You never get a second chanceto make a first impression’
Jerry Weissman
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October 2006
Opening Gambits
Question Factoid Retrospective/Prospective Anecdote Quotation Aphorism Analogy
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October 2006
90 seconds to launch
Opening gambit USP Introduce point B “pillar”Tell them what you are going to tell them
SEEP Annual Conference
October 2006
Visuals and style
Presentation as speaker support
Less is more
Minimize the eye sweep
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October 2006
Building the slides
Bullets versus sentences
One concept per one-line title
Four one-line bullets per slide
Use similar constructs for each bullet
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October 2006
One-line title
Bullet
Bullet
Bullet
Bullet
SEEP Annual Conference
October 2006
Text guidelines
Create and maintain a consistent look and feel
Be consistent with fonts and case Keep font size to a minimum of 24 or 28 points
Avoid abbreviations Add shadows and bolding to make it more legible
Use sharp contrast Avoid recurrent slogans, datelines, ‘confidential’
Plenty of “white space”
SEEP Annual Conference
October 2006
Graphics
Minimize eye sweep
Use hockey sticks
Simplify and clarify legends and texts
SEEP Annual Conference
October 2006
Customization
Customize your opening graphic
Contemporize and localize your presentation
SEEP Annual Conference November 2008
Assembling the perfect
fund raising pitch
SEEP Annual Conference
October 2006
Elevator Pitch
In 2-3 minutes: What does your social enterprise do?
Why it is important? What are you the one to do it?
What results you have had to date?
SEEP Annual Conference
October 2006
Structuring the flow
Initial brainstorming: do the data dump before the presentation
Choose the pillars of the presentation
Organize the ideas around the pillars to support the logic of the presentation
SEEP Annual Conference
October 2006
Presentation check list Open Problem, Mission and USP Business Summary & objectives Target Market SWOT Market Analysis Marketing (Product, price, distribution and promotion) Business Model Team Financials Money raised and The Ask Risks and contingencies Close
SEEP Annual Conference
October 2006
Opportunity / leverage
90 second to launch
Linkages and focus on Point B
Organizing the flowOrganizing the flow
SEEP Annual Conference November 2008
Annex: 16 Different Flow Structures For Presentations
SEEP Annual Conference
October 2006
16 Flow structures
Problem / Solution: problem and solution your company offers
Issues / Actions: one or more issues and theactions you propose to address them
Opportunity / Leverage: business opportunity and the leverage your company will implementto take advantage of it
Features / Benefits: series of product featuresand concrete benefits provided by those features
SEEP Annual Conference
October 2006
16 Flow structures
Matrix: diagram to organize complex concepts
Parallel tracks: series of related ideas with identical set of subsets for each idea
Rhetorical questions:asks, then answers questions likely to be foremost in mind of audience
Numerical: Enumerates a series of loosely connected ideas
SEEP Annual Conference
October 2006
16 Flow structures
Form / Function: single business concept with multiple functions emanating from this core
Case study: narrative recounting on how you solve a particular problem
Argument / fallacy: raises arguments against your own case and then rebuts them
Compare / contrast: series of comparisons to illustrate difference between you and others
SEEP Annual Conference
October 2006
16 Flow structures
Modular: sequence of interchangeable similar parts
Chronological: ideas organized along a timeline
Physical: ideas organized according to location
Spatial: conceptual organization around a physical metaphor or analogy