ICAWC 2014 - Workshop Why Should I Give You my Money - Stephen Pidgeon

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Information about ICAWC 2014 - Workshop Why Should I Give You my Money - Stephen Pidgeon
Government & Nonprofit

Published on October 21, 2014

Author: dogstrust

Source: slideshare.net

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ICAWC 2014, Istanbul - Stephen Pidgeon's workshop on charity fundraising.

1. Why should I give you my money? 1 Stephen Pidgeon www.stephenpidgeon.co.uk

2. My text slides… • Email: stephenpidgeon@gmail.com • Website: www.stephenpidgeon.co.uk

3. Today… • Please remember your basics, most charities get it wrong • A simple model for you to use to answer the question • And all that in just 60 minutes!!!

4. Six fundraising truths… • Giving is emotional not rational

5. ‘The essential difference between emotion and reason is that emotion leads to action and reason leads to conclusions’ Donald Calne, Professor of Neurology, University of British Columbia

6. ‘Please send us a donation and we will…’ NO!

7. Six fundraising truths… • Giving is emotional not rational • People give to people (or people alternatives!)

8. Six fundraising truths… • Giving is emotional not rational • People give to people (or people alternatives!) • Nobody is interested in what you do

9. In commercial sales… • …you’re told: ‘Sell the benefits, not the features’

10. In the non-profit world… ‘What you DO is of no interest to anyone… …except you! ‘What you ACHIEVE (by doing it) can motivate even the stoniest of hearts’

11. Six fundraising truths… • Giving is emotional not rational • People give to people (or people alternatives!) • Nobody is interested in what you do • YOU is so much better than WE or I

12. …from Tom Ahearn ‘Corporate’ communications and ‘member’ communications are 180° different. Source: Tom Ahern with a little adaptation

13. Corporate communications are about how great the organisation is. Favourite pronoun: We Source: Tom Ahern with a little adaptation

14. Donor communications are about how great the donor is. You Favourite pronoun Source: Tom Ahern with a little adaptation

15. Six fundraising truths… • Giving is emotional not rational • People give to people (or people substitutes!) • Nobody is interested in what you do • YOU is so much better than WE or I • People give to things that are close to them

16. Six fundraising truths… • Giving is emotional not rational • People give to people (or people substitutes!) • Nobody is interested in what you do • YOU is so much better than WE or I • People give to things that are close to them • Catch them first then ask

17. Six fundraising truths… • Giving is emotional not rational • People give to people (or people substitutes!) • Nobody is interested in what you do • YOU is so much better than WE or I • People give to things that are close to them • Catch them first then ask

18. Today… • Please remember your basics, most charities get it wrong • A simple model for you to use to answer the question • And all that in just 60 minutes!!!

19. The answer to the question… • ‘Why should I give you £200?’ • …is your Fundraising Proposition £25 £10pm £1,000

20. Must-haves… A good proposition must have: Need Solution Now And, it will be unique

21. A fundraising proposition is… • … a FEELING!! But how do you find it?

22. Royal National Lifeboat Institute VISION ENEMY HERO RECIPIENT No deaths at sea The cruel sea That tough, bearded, volunteer crewman Stupid, rich day-sailor who fell off his boat

23. Example 2: Action for Blind People VISION ENEMY HERO RECIPIENT Every blind and partially sighted person given support when needed Red tape and lack of money for simple, practical support Passionate people fighting bureaucracy and indifference to provide Thousands of people (every 15 minutes) losing their sight and picking up shattered lives

24. Fundraising 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.

25. Must-haves… A good proposition must have: • Need • Solution • Now And, it should be unique ‘Every 15 minutes someone in the UK begins to lose their sight. Today, with your help, we can give the practical support needed to rebuild their shattered lives’

26. Example 3: City Mission VISION ENEMY HERO RECIPIENT Everybody in my city living their life with dignity The hardship in life that is sometimes too hard to carry City Mission people who help them to carry their load The person fighting, with courage, to turn their life around

27. Fundraising proposition… When someone’s life has gone past breaking point, your NOK2,000 will ensure that someone from City Mission, who can see a way out, will help them start to live the life they would have chosen

28. Example 6: Brighton Pavilion VISION ENEMY HERO RECIPIENT An opulent celebration of eccentric and rich treasures are cherished to bring pleasure to everyone…foreve r The deadly hands of time, familiarity and indifference The imaginations of George IV and others and today’s craftspeople who cherish and protect the treasures Our Nation

29. Fundraising proposition… For the small sum of £200 you can stop the deadly hands of time crumbling the unique celebration of opulence, eccentricity and rich treasures - imagined by George IV, artists, explorers, obsessives, and connoisseurs - for the pleasure of everyone today and in the future.

30. What the exercise has achieved… • Fundraising and Marketing now working together, ‘hand in glove’ • New tag line ‘Experience the extraordinary’ • Everybody now uses words like ‘cherished’, ‘eccentric’, ‘treasured’ • …instead of ‘conserved’ and ghastly descriptions like: ‘rich collections and exciting exhibits are dynamically displayed in stimulating surroundings’

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