lori jacobwith communication that generates action - hfh_march2011
DESCRIPTION
Slides from breakout session at HFH MN statewide conference, March 11, 2011.TRANSCRIPT
Communication that generates Action
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Who is here?
Lori L. Jacobwith
• 20+ years as a communication strategist & fundraising coach
• Measurable: Helped organizations raise over $100 million in last 10 years.
• Impact: My work creates environments where people find ease in their work with, and their conversations about money.
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Where we are heading today
What are your biggest
fundraising challenges?
Getting Past The Past
Definition
Fundraising: The raising of assets and resources from various sources for the support of an organization or a specific project.
~ Source: AFP Fundraising Dictionary, (Association of Fundraising Professionals)
Definition
Development: The total process by which an organization increases public understanding of its mission and acquires financial support for its programs.
~ Source: AFP Fundraising Dictionary,
(Association of Fundraising Professionals)
• Telling Your Story - Intro
• Asking – Take Action
• Maximize Relationships – Stay Relevant
• Managing Data
The Secret to Fundraising:
Clear, Bold Communication
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Thousands of messages barrage
us every single day.
46% of donors stop giving for reasons
connected to “a failure to
communicate.” ~ Penelope Burk & Cygnus Applied Research
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How can you stand out?
The most overlooked & important component of development.
Communication
Do this in pairs:
• Introduce yourself & the work of your organization.
• You may use up to 3 sentences.
Clear, Bold Communication
Think outside the box
Clear, Bold Communication
Money moves toward boldness and
clarity of communication
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Clear Adjective
1. free from doubt or confusion
2. certain in the mind; sure
3. easy to see or hear; distinct
4. evident or obvious
Collins Essential English Dictionary
2nd Edition 2006 © HarperCollins Publishers 2004, 2006
Clear, Bold Communication
Bold Adjective
1. courageous, confident, and fearless
2. immodest
3. standing out distinctly; conspicuous
Collins Essential English Dictionary
2nd Edition 2006 © HarperCollins Publishers 2004, 2006
Clear, Bold Communication
2 x 4 Rule
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2 x 4 Rule
Use this clear value statement & introduce again: [different partner]
“We are (who?).
We specialize in working with (whom?)
We help them (to do what?)."
Communication that generates action
“Feeling good is what nonprofits sell.”
~ Seth Godin, Author & Marketing guru
1. Listen.
2. Connect with your community where they are.
3. Allow your community to spread your messages.
Communication
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Storytelling: Primary way of learning
Six Word Stories
1. Compelling fact
2. Emotional connection
3. Call to action
Six Word Stories
Storytelling: Less is More
Lori’s:
Tells powerful stories to raise millions.
Worry is not a fundraising strategy.
Community service org helping vets:
War damaged Jim. We restored him.
Hemmingway:
Baby shoes. Never worn. For sale.
Yours?
1. There’s never enough.
Three Toxic Myths of Scarcity
2. More is better.
Three Toxic Myths of Scarcity
3. That’s just the way it is.
Three Toxic Myths of Scarcity
How does money given bring joy?
Money
Fundraising is a call to conversation and
to relationship.
Not just a transactional act.
Money Conversation
NEED exists when something is missing
What problem do you help solve?
Habitat for Humanity
Your Communication
You have a rare opportunity to empower people to feel great. To connect a contribution with that person’s highest ideals and values.
Habitat for Humanity
Clear, Bold Communication
Where to share “What’s Missing?” (Interesting or startling facts )
• Annual appeal(s)
• Email communication both cultivation & asking
• In person: meetings, events, donor cultivation, volunteer trainings, other programmatic events and more…
• Print: Newsletters, annual reports, fundraising invitations
• Website
Communication
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Simple framework for generating $ or support:
1) What’s your current funding gap?
2) What would your organization do with more money or members? Humanize this.
3) What is one simple action you want people to take?
4) Cause people to feel something.
5) Communicate regularly
Communication that generates Action
Remove the word struggle
from your fundraising vocabulary
Communication that generates Action
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It is our choices Harry, that show us who we really are, far more than our abilities.
Tell:
One thing you learned or inspired you
Your next action
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Blog and monthly e-Newsletter
Membership – special offer
Key Note & Breakout Sessions
Customized Fundraising ActionPlanning Sessions
Connecting with Lori
www.LoriJacobwith.com
952- 949-2105
http://twitter.com/LJacobwith
Lori Jacobwith
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