Title: Why it works
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2Why it works
- Audience right
- Message right
- expressed emotionally
- expressed consistently
But we are in danger of being SEVERELY compromised
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8Why it works
- Audience right
- Message right
- expressed emotionally
- expressed consistently
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14The essential difference between emotion and
reason is that emotion leads to action and reason
leads to conclusions
- Donald Calne, a neurologist
15Being emotionalBeing consistent
16Ask yourself three things.
- You are at a party and someone says Why should I
support your charity? What do you say? - Would ALL your colleagues say the same thing?
- Does all your charitys printed material say the
same?
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19Being consistent
- Finding your Fundraising Proposition
- Tangibles Four Pillars exercise
20Must-haves
- A good proposition answers the question, Why
should I support your charity with 100 now? - It should have
- Need
- Solution
- Now
- And ideally, it should be unique
21It will therefore say
- What you achieve (not what you do)
- Who you help
- Why youre needed
- .in a way that the PUBLIC is interested in
NOT a strapline NOT a headline .its a FEELING
22The proposition has four pillars
- Vision
- Enemy
- Hero
- Recipient
23An example RNLI
24An example RNLI
25An example RNLI
26An example RNLI
27An example RNLI
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29Sue Ryder Care
- Their mission To be the first choice in both
- neurological and palliative care
- Their vision Care that liberates lives
30Sue Ryder Care
31Sue Ryder Care
32Sue Ryder Care
33Sue Ryder Care
34SRCs fundraising proposition
- When someone you love is seriously ill, our
passionate, expert carers will help them enjoy
the best life they can, in the time they have.
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36Action for Blind People
37Action for Blind People
38Action for Blind People
39Action for Blind People
40Action for Blind People
41Fundraising proposition
?
- If you want a just society, support Action for
- Blind People now. Well use your 100 to give
blind and partially sighted people what theyre
crying out for - the same chances we all have, to
be fully paid up members of our society.
42Action for Blind People
43Action for Blind People
44Action for Blind People
45Action for Blind People
46Fundraising proposition
- Every 15 minutes someone in the UK begins to lose
their sight. Today, with your help, we can give
them the practical support needed to rebuild
their shattered lives.
47Must-haves
- Every good proposition should have
- Need
- Solution
- Now
- And ideally, it should be unique
Every 15 minutes someone in the UK begins to
lose their sight. Today, with your help, we can
give them the practical support needed to rebuild
their shattered lives.
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49Solution - support when needed
50Telephone Fundraising
- As Im sure youre aware, sight loss is
something that can develop in anyone. Often it is
something that can be simply corrected by wearing
glasses or contact lenses. But sadly we estimate
there are nearly two million people in the UK who
have a visual impairment - that is, a sight
problem which cannot be corrected by wearing
glasses or contact lenses, or even by eye
surgery. - Visual impairment can often develop unexpectedly
later in life, which as you can imagine leaves
people feeling lost and confused.
51Telephone Fundraising
- We exist as a charity to provide support for
visually impaired people of any age. For example - We provide practical and personalised help to
visually impaired adults looking for work. We
help develop confidence and new skills that
employers value through our Workstep programme.
Well also give guidance to the employers
themselves, encouraging them to make simple
changes that cater for the visually impaired.
52Why it works
- Audience right
- Message right
- expressed emotionally
- expressed consistently