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Building the world’sGreatest Case for Support
Jon Duschinsky, FranceJon Duschinsky, France
1.Who the hell are we really ?
2.Let’s get UNIQUE !
3.Building a stunning C4S
4.Getting your C4S out there
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FUNDRAISERS THINKING
DIFFERENTLY
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First, it’s timeto leave ourfundraising
comfort zone
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It’s a scary worldout there, people !
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It’s a scary world out there !You receive 3000 messages per day
Sources :!!Funky Business &!Data Smog (by David Shenk)
Sony makes 2 new products / hour
350 different Swedish beers
“The customer is ademanding dictator”
Simply existing is difficult !
«!There is only one way to survive inthis wild market economy. Dosomething new, something theworld has never seen before.Innovate, so that you are, for amoment in time, unique and withoutcompetition!»
Jonas Ridderstrâle et Kjell NordstromFunky Business
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Identifiable andUNIQUE !
The Purple Cow
Credit and thanks Credit and thanks : Maria Ros : Maria Ros JernbergJernberg, , Silverstream NordicSilverstream Nordic
The Purple Cow
Credit and thanks Credit and thanks : Maria Ros : Maria Ros JernbergJernberg, , Silverstream NordicSilverstream Nordic
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Who the hell arewe really ?
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Q1 : What exactly isour job?
« I have a dream »
Mission- the what
Vision- the why
Values- the how
Mission- the what
« A common base which guides all of the
organisation’s activity for all of its stakeholders »Philippe Doazan
Allow each person or company in theworld to achieve their potential
Crush Reebok !Crush Reebok !
To make people happy
To solve unsolved problems innovatively.
4 types of Mission
1.Segmentation• Be the best in our area of work
2.Common enemy• Crush Reebok
3.Ideal• Erradicate AIDS / Change the way people think
4.Internal transformation• Satisfy our clients
Vision- the why
« What is left when everything else is taken away »Philippe Doazan
Make Poverty History
I have a dream
A great vision
- looks to the future
- breaks new ground and builds new horizons
- creates a common and shared objective
- inspires with emotion
- is based and linked to your values
Values- the how
You’ve gotta have
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Ok, now it’s overto you !
1. Write down your Mission, Vision and Values
2. Share them with the person next to you
3. Are your M/V/V as passionate as YOU ?
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Let’s get unique !
The Fundraisers’Anti-Bullshit Kit
The Fundraising Anti-Bullshit Kit
1. Why do you REALLY need my money?
2. What are you going to do with my money if I
give it to you ?
3. What benefit am I going to get from giving you
my money ?
4. What have you done with my money ?
The NISEM® Filter
NeedImportance of NeedSolutionEase of SolutionMecanism
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Ok, now it’s overto you !
Work in pairs to fill in your FundraisingAnti-Bullshit Kit
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Writing a stunningC4S !
ValuesMission Vision
NISEM
Case for Support
Passion!
Building a Great Case for Support
- Hope and Homes for Children :British NGO
- WHCS :Charity for cancer patients
- Elmhurst School for Dance :Ballet school
Rule N° 1 : there are no rules !
1 Concept et 4 Steps to build a great
Case for Support !
Building a Great Case for Support
- Origins- Challenges- Solutions- Unique- «!Do and not do!»
Objective : clear, positionning (Need)
Step N°1 : Introduction
Building a Great Case for Support
- Stories- Humanity- «!People give to people!»
Objective : immediacy, impact (Importance of Need)
Step N°2 : Development
Building a Great Case for Support
- Evidence- Project- Tangible- Tomorrow !
Objective : Credibility, a realistic dream(Solution & Ease of Solution)
Step N°3 : Presentation
Building a Great Case for Support
- Budget- Your added value
Objective : Call to action (Mecanism)
Step N°4 : Conclusion
Building a Great Case for Support
- Testimonials- Leadership- Aspiration et inspiration
Objective : people give to people
Step N°5 (!) : US !
Case for Support Checklist
Position your causeShow you are uniqueReinforce your credibilityReinforce your brand valuesInspire and show Passion
Your Case for Support should
!!
!
!!
Getting yourCase for Support
out there… innew and sexy
ways !
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If you know who you really areand can communicate your
uniqueness, you will naturallyattract media and attention.
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Shine your fundraisingMAGNET !
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« Unconventional marketing
intended to get maximum results
from minimal resources »
Jay Conrad Levenson
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Campaign Against Landmines, New Zealand
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Body and soul
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Institute for Support of Abused Children,Portugal
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«!Picking up a landmine is as easy aspicking up frisbee. The difference is the
damage!it causes »
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Red Cross Awareness campaign
Unlimited Spurt !
We’re coming to the end, I’mafraid !
There are only two ways ofraising money in this world
What are they ?
There are only two ways ofraising money in this world
1.Ask the people who already give you togive more (my current friends)
2.Ask people who don’t give yet (my futurefriends)
What is the common word in both ?
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SIMPLE
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SEXY
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FUN
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DIFFERENT
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YOU !
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Thank you for your
passion and your energy !
If you want to meet me in a lift….Jon Duschinsky
[email protected] : +33 6 61 76 07 11www.ressourcesnonprofit.com
Recommended BooksKevin Robberts, LovemarksKjell Nordstrom & Jonas Ridderstrale : Funky BusinessKen Burnett : Relationship Fundraising / Friends for LifePenelope Burke: Thanks!
Credits :Kjell Nordstrom & Jonas Ridderstrale, Maria Ros Jernberg, Stephen Pidgeon, Alan Claytonand the team at Cascaid Marketing UK, Laurent Terrisse and the team atTBWA\Corporate\Non-Profit
