Messaging Matters
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Transcript of Messaging Matters
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Messaging MattersWhat to say to grab attention
and support
Sandy Rees, CFREChief Encouragement Officer
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Does it matter?
What difference does it make what you say to a donor?
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What grabs you?
What makes you want to pull out your checkbook and give?
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About me -- Fundraising
Nerd Trainer Author Animal lover
me and Lucy
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Here’s my story…
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I wasn’t born with fundraising skills…
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I didn’t sign up for fundraising at career day
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Where I learned it was…
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Today…
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When you raise more money, you can change more lives.
The right message greases the skids
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The problem
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It’s not
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It’s Also not
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What’s the inside joke?
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The best messaging is
Simple Easy to understand Jargon free Not “insider language”
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Good messaging brings
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Obstacles to good messaging Fundraising French Existence vs Impact Jargon Breath
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What’s this really say?
Members of an avian species of identical plumage congregate.
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What’s this really say?
It is impossible to indoctrinate a superannuated canine in innovative maneuvers.
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What’s this really say?
Freedom from encrustations of grime is contiguous to possessing divine attributes.
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The right message
It’s not about your annual fund or you need to pay the bills.
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Existence vs impact
Existence Process Details “How”
Impact Transformation Outcomes “Why”
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What donors want to know
1. How are you making a difference?2. What will you do with my money?3. Can I trust you?
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4 types of messages
Elevator speech Impact Statement Call to Action Update
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Elevator speech
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Elevator speech Formula
Who How Story
We help (who) to (how their life is changed).
Let me tell you about (story).
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Elevator speech Formula
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Impact statement
You know how (problem)?
Well, we (solution).
What we’ve done so far is (key results)
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Call to Action
You can help us (create impact). Here’s how…
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For example
“You can help us find a loving home for every animal in our shelter. Here’s how…”
“Together, we can provide a hot meal to every homeless person in our community. Give today.”
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Update
Your gift helped us (results).
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Key takeaways
The best messaging is NOT insider language.
Great messaging is EASY to understand.
What else?
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Now what?
Set specific goals Create a written plan Get busy!
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Door prize!
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Get the “1 Page Quick-and-simple Fundraising PlanIncludes Summary Calendar Template Fundraising Strategy Worksheet Marketing Strategy Worksheet
http://GetFullyFunded.com/plan
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The Inspired Fundraising RetreatSeptember 28-30, 2016Nashville, TN
http://GetFullyFunded.com/Retreat