+ Why are appeals so boring?

Transcription

1 Writing to Raise More Money Tracey Palmer & Maura King Scully Palmer Communications & MKS Communication Cape Cod Philanthropy Day November 10, 2015 Why are appeals so boring? 1

2 What is persuasive writing? It s not a fight. Don t win win over. You might say that we never convince anyone of anything we simply help others independently decide that we re right. Brian Clark, You want the reader to steal your idea and run with it. Chip & Dan Heath, Made to Stick 2

3 What is persuasive writing? Writing that sets out to influence a reader s thoughts, actions or emotions. Data can persuade people, but it doesn t inspire them to act; to do that, you need to wrap your vision in a story that fires the imagination and stirs the soul. Harvard Business Review What do donors want?! to be the hero, part of the solution to the problem, not the generous bystander with the checkboo.! to feel important to whatever cause you re engaged in, to know that you do not take them for granted! to know their gift made a difference! to be thanked and recognized 3

4 Know your audience. Donors give because of who they are not because of who you are! What s their level of knowledge and interest in your topic?! What are their attitudes?! What are their beliefs/perceptions?! What s their frame of mind?! What are the five toughest questions they could ask you? Why? Because Donor questions! Why do you need the money?! How much?! What are you going to do with it?! What will change if I send my check?! How does this align with my personal brand (my values)? 4

5 AIDAS A I D A S Attention Interest Desire Action Stewardship 10 Tips 1. Be a human being 5

6 2. Tell a story Credible ideas make people believe. Emotional ideas make people care. Stories make people act. Chip & Dan Heath, Made to Stick 3. Show don t tell President Bradley is wonderful role model for prospective students. 6

7 Showing A recent New York Times article described President Bradley s encounter with an inner-city high school student in Los Angeles: The 15-year-old sophomore exchanged phone numbers with the president and vowed to keep in touch. They were two women whose parents never finished high school, one dreaming of becoming what the other was. I m definitely going to college and I m going to work real hard, Alex said. Maybe I can even be college president one day, just like her. 4. Action speaks louder The Turtle Rescue Fund was established by the Burke family. The Burke family established the Turtle Rescue fund. 7

8 11/13/15 5. Write like you talk Consequences of erudite vernacular utilized irrespective of necessity Cape Cod Philanthropy Day November 10, 2015 traceypalmer.com mkscommunicabon.com 6. Keep it short and simple The most valuable of all talents is that of never using two words when one will do. Thomas Jefferson The most important piece of advice to all you would-be writers: when you write, try to leave out all the parts readers skip. Elmore Leonard Cape Cod Philanthropy Day November 10, 2015 traceypalmer.com mkscommunicabon.com 8

9 11/13/15 7. Avoid jargon breath (and Zombie nouns!)! Fundraising is about communicating with other people, not with ourselves. A survey found that 23% of respondents were interested now in making a gift to charity in my will Only 12% were interested now in making a bequest gift to charity Cape Cod Philanthropy Day November 10, 2015 traceypalmer.com mkscommunicabon.com 8. What s the point? Cape Cod Philanthropy Day November 10, 2015 traceypalmer.com mkscommunicabon.com 9

10 9. Make the donor the hero Thanks to you... Because of you Your gift made possible Donors like you Org-centered We raised $300,000 for our food pantries, which was divided among our three neediest community facilities. Donor-centered Thanks to donors like you, three of our food pantries will split $3000,000 and move one step closer to ending hunger in our community. 10

11 10. Don t make me think! Use an invisible font (serif, Times New Roman, 12pt)! 70 characters per line, with spaces (5-6 inches)! Short paragraphs! Long & short sentences! Include the donor early and often! Get the ask in early and often! Use subheads! Bullets & lists! Pull quotes! One signer! Photos! Don t forget the P.S. Your turn Draft your Pixar Pitch 11

12 Writing to Raise More Money Tracey Palmer & Maura King Scully Palmer Communications & MKS Communication Cape Cod Philanthropy Day November 10,