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Irresistible Communications for Great NonprofitsYour Introduction to Irresistible Communications
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We are now recording…
Just checking all systems are go!
Turn off your phone!
It’s the biggest distraction…
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Irresistible Communications for Great NonprofitsYour Introduction to Irresistible Communications
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http://bit.ly/JeffComms1
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Would you like to go deeper!?In Coaching+ we give feedback and help you every step of the way
5www.moceanic.com/coaching-plus
More learning options
bit.ly/BookJeffNow
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Irresistible Communications for Great NonprofitsYour Introduction to Irresistible Communications
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More Depth on Irresistible CommunicationsOur full course has a lot more useful detail, examples, checklists and more….
1. A Step-by-Step Guide for Everyone Who Wants to Get It Right
2. What All Fundraising Is Always About: ACTION3. How to Tell the RIGHT Story to Motivate Your Donors4. Deadly Myths in Fundraising, and the Friendly Facts that
Actually Matter
7
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We are not in school any more...
Charity writing is:• Informal (sometimes ungrammatical!)• Repetitive• Loosely structured• Not concise
Your English Teacher won’t like it!
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SHHH! I’M BUSY!
Repetitive
Anything you say just once will go uncomprehended.
Your call to action should happen three times. Or more.
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Intro
Ask
Story Part 1
Ask
Story Part 2
Ask
Urgency
Ask
Reminder of shared values
Ask
Picture of the difference
Ask
Thanks for past support
Ask
Loosely structured
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A paragraph is a visual unit, not a structural unit.
Dimitri claims he had a dream about you. He told me about it after an especially bad night. He was hurting, but he told me about the vivid dream where you told him blah blah blah supporting information going until you’ve fully made the point.
Formal writing
Topic sentence
Supporting material about this topic.
Loosely structured
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Last time I saw Dimitri, it was after an especially bad night. He was hurting. But he told me something amazing...
He told me he had a dream about you.
That’s right: You.
Non-profit writing
One topic goes on for several paragraphs
One-sentence paragraphs for drama
Loosely structured
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Not concise
Long letters work better than short ones.
(Usually.)
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Everyone over40 has (or needs) bifocals!
Reading Ease
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Stick with serif fonts (in print)
But sans-serif on screens
Reading Ease
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Serif font Sans-serif font
67%
12% 14%
65%
Good Comprehension Poor Comprehension
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Black on 30% grayBlack on white
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Black on White Black on 30% Grayscale
70%
3% 11%
87%
Good Comprehension Poor Comprehension
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No reverse type
Reading Ease
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Black on White White on Black
70%
0%
11%
88%
Good Comprehension Poor Comprehension
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Stories vs Stats
“If I look at the mass I will never act. If I look at the one, I will.” Mother Teresa
“One death is a tragedy. A millions deaths is a statistic.”Josef Stalin
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Stories vs Stats
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“28,000 children die from hunger every day.”
Stories vs Stats
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“If I look at the mass I will never act. If I look at the one, I will.” Mother Teresa
“Today, a child is going hungry. Without help soon, she will die.”
Stories vs Stats
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Your donors don’t give because the problem is big.They give because the problem is solvable.
Stories vs Stats
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Questions…All about irresistible communications
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1. Argument
2. Education
3. Bragging
3 Things That Are NOTFundraising
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Action
One Thing That IS Fundraising
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Donors don’t give to support your organization.
They give to promote their own values.
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Call to Action PropositionWhat you’re “selling”
I want to provide a months worth of food for a refugee for $22.
Fundraising Offer
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I want to provide hope and healing for a refugee for $22.I want to stand with you during this important time.I support your vital work now and all year ‘round.
Abstract
SeverelyAbstract
MoreAbstract
Some Common Non-Offers
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Problem Solution ActionThe Offer Situation
Pygmy Snails are going extinct.
Protected habitat.
Cost: $20 per square meter
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Specificity
UrgencyCost
Impact
The Offer Diamond
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Food Infrastructure
Deeper Dive: Specificity
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Enclosed is my gift of:❑ $40 to build 2 square meters of wall for the snails❑ $80 to build 4 square meters of wall for the snails❑ $100 to build 5 square meters of wall for the snails❑ $_________ (other)
For a donor whose last gift was between $50 and $99.99
Deeper Dive: Cost
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• Direct mail: 4-6 weeks
• Email: 24-72 hours
• Broadcast: one hour
The deadline that’s “just right”
Deeper Dive: Urgency
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Produce 3 great fundraising offers for your organization. Remember the offer diamond!
Specificity
UrgencyCost
Impact
Homework!
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The story of oneis more powerful than the story of many...
Most people know…
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Even dramatic stories don’t necessarily move donors to act...
But hardly anyone knows…
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Almost everything is irrelevant!
Story
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•Danger•Mystery•Fascination•Stuff about themselves
What people pay attention to
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Once upon a time, something that someone else considers important happened. It had nothing in particular to do with you. But it was written by a skilled copywriter, so it moved fairly high on the list of contenders for your attention today. It ranked 97th out of 1,500 pieces of information you encountered today. You noticed five or six of them. And acted on one.
A story you will ignore
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Once upon a time, something that had a lot to do with the kind of person you are happened. It confirmed your values and reminded you about things that are important to you. It called for you to take action in a way that you could hardly refuse, given the way it so clearly was part of your world.
A story you might act on
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Make the donor the protagonist(Not your org!)
How to make the donor the story
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Your gift will help us save these vital wetlands.Your gift will help save these vital wetlands.
Help us rescue the children!Rescue the children!
How to make the donor the story
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Treat her as a hero
How to make the donor the story
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Sick children are waiting for help. Your kindness will be an answer to their prayers!
Make it clear her action mattersStory
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Present her with a problem to solve
How to make the donor the story
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• Feed hungry children• Rescue abandoned dogs• Save the rainforest• Fight cancer• Keep classical music strong
• Support our workBut not:
Story
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Donors don’t give to solve a problem because it’s big....they give because a problem is solvable.
How to make the donor the story
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Questions…All about irresistible communications
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Deadly Myths in FundraisingYour Introduction To Irresistible Communications
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We Need to Get Young Donors
Myth:
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<35 35-44 45-54 55-64 65+
1952
267
12475
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Donors by age (index)
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35-44 11%
65+ 46%
<35 4%
55-64 22%
45-54 17%
Donors by age (percentage on typical file)
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Percentage of income given to charity by age
<25 25-34 35-44 45-54 55-64 65-74 >75
Average: 1.7%
0.7%1.2%
2.1%
1.4%1.6%
3.0%
3.7%
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<50 50-59 60-69 70-79 80+
61%
66%65%
68% 68%
Donor retention by age
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The truth about Millennial donors:• They are rare• They retain at very low rates• They drive large events like the Ice
Bucket Challenge
Young Donors
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Young Donors
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Young Donors
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Young Donors
Donors up 12%!
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40 to65
Young Donors
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Higher average giftsGreat long-term value
Lower retentionMore demanding
+_“Young” Donors
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DigitalSocialBroadcastPerson-to-personFace-to-face
Where to Find Young Donors
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Fundraising Annoys People
Myth:
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Is Fundraising Annoying?
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Is Fundraising Annoying?
Donors are happier
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Donors are healthier
Is Fundraising Annoying?
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3.75
Is Fundraising Annoying?
Donors get wealthier
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warm glow
health
consciousness
finances
joy
self image
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Project WorkMaking Your Communications Irresistible….
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Next for you…• Produce 3 great fundraising
offers for your organization. (Remember the offer diamond!)
• Work out what more you could do
• Don’t overcomplicate it! It doesn’t need fancy new ‘product development’!
• Book more learning• If you want to learn more about
making your communications irresistible!
Don’t just watchthis video and sit
back. Let’s list stuff to do…
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http://bit.ly/JeffComms1
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Questions…All about irresistible communications
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Thank you!