Irresistible Communications for Great Nonprofits€¦ · © Moceanic 2017 USE APPROVED FOR COURSE PARTICIPANTS ONLY More Depth on Irresistible Communications Our full course has a

© Moceanic 2017USE APPROVED FOR COURSE PARTICIPANTS ONLY

11

Irresistible Communications for Great NonprofitsYour Introduction to Irresistible Communications


22

We are now recording…

Just checking all systems are go!

Turn off your phone!

It’s the biggest distraction…


33



4

http://bit.ly/JeffComms1


5

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


66



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


8

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!


9

SHHH! I’M BUSY!

Repetitive

Anything you say just once will go uncomprehended.

Your call to action should happen three times. Or more.


10

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


11

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


12

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


13

Not concise

Long letters work better than short ones.

(Usually.)


14

Everyone over40 has (or needs) bifocals!

Reading Ease


15

Stick with serif fonts (in print)

But sans-serif on screens

Reading Ease


16

Serif font Sans-serif font

67%

12% 14%

65%

Good Comprehension Poor Comprehension


17

Black on 30% grayBlack on white


18

Black on White Black on 30% Grayscale

70%

3% 11%

87%



19

No reverse type

Reading Ease


20

Black on White White on Black

70%

0%

11%

88%



21

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


22

Stories vs Stats


23

“28,000 children die from hunger every day.”

Stories vs Stats


24

“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


25

Your donors don’t give because the problem is big.They give because the problem is solvable.

Stories vs Stats


26

Questions…All about irresistible communications


27

1. Argument

2. Education

3. Bragging

3 Things That Are NOTFundraising


28

Action

One Thing That IS Fundraising


29

Donors don’t give to support your organization.

They give to promote their own values.


30

Call to Action PropositionWhat you’re “selling”

I want to provide a months worth of food for a refugee for $22.

Fundraising Offer


31

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


32

Problem Solution ActionThe Offer Situation

Pygmy Snails are going extinct.

Protected habitat.

Cost: $20 per square meter


33

Specificity

UrgencyCost

Impact

The Offer Diamond


34

Food Infrastructure

Deeper Dive: Specificity


35

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


36

• Direct mail: 4-6 weeks

• Email: 24-72 hours

• Broadcast: one hour

The deadline that’s “just right”

Deeper Dive: Urgency


37

Produce 3 great fundraising offers for your organization. Remember the offer diamond!

Specificity

UrgencyCost

Impact

Homework!


38

The story of oneis more powerful than the story of many...

Most people know…


39

Even dramatic stories don’t necessarily move donors to act...

But hardly anyone knows…


40

Almost everything is irrelevant!

Story


41

•Danger•Mystery•Fascination•Stuff about themselves

What people pay attention to


42

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


43

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


44

Make the donor the protagonist(Not your org!)

How to make the donor the story


45

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!



46

Treat her as a hero



47

Sick children are waiting for help. Your kindness will be an answer to their prayers!

Make it clear her action mattersStory


48

Present her with a problem to solve



49

• Feed hungry children• Rescue abandoned dogs• Save the rainforest• Fight cancer• Keep classical music strong

• Support our workBut not:

Story


50

Donors don’t give to solve a problem because it’s big....they give because a problem is solvable.



51



52

Deadly Myths in FundraisingYour Introduction To Irresistible Communications


53

We Need to Get Young Donors

Myth:

<35 35-44 45-54 55-64 65+

1952

267

12475

54

Donors by age (index)

35-44 11%

65+ 46%

<35 4%

55-64 22%

45-54 17%

Donors by age (percentage on typical file)

55

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%

56

<50 50-59 60-69 70-79 80+

61%

66%65%

68% 68%

Donor retention by age

57


58

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


59

Young Donors


60

Young Donors


61

Young Donors

Donors up 12%!


62

40 to65

Young Donors


63

Higher average giftsGreat long-term value

Lower retentionMore demanding

+_“Young” Donors


64

DigitalSocialBroadcastPerson-to-personFace-to-face

Where to Find Young Donors


65

Fundraising Annoys People

Myth:


66

Is Fundraising Annoying?


67


Donors are happier


68

Donors are healthier



69

3.75


Donors get wealthier


70

warm glow

health

consciousness

finances

joy

self image


71

Project WorkMaking Your Communications Irresistible….


72

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…


73

http://bit.ly/JeffComms1


74



75

Thank you!

Documents

Irresistible Communications for Great Nonprofits€¦ · © Moceanic 2017 USE APPROVED FOR COURSE PARTICIPANTS ONLY More Depth on Irresistible Communications Our full course has a