The Offer Is the Story, the Story Is the Offer: The REAL Reasons Donors Give, and How to Reach Them
Thursday, July 14th, 2016
11:15 AM - 12:30 PM: Breakout 2
Everyone knows that telling a powerful story is good for fundraising. Few people, though, know about the type of story that doesn't just get donors' attention, but draws them in, captures their hearts and minds, and motivates them to give -- not just once, but again and again. Project HOPE, the international medical organization, has dramatically improved fundraising results by revolutionizing the way they tell stories: Not merely heart-wrenching, dramatic, attention-grabbing tales, but stories that are about the DONOR. Stories that don't just show what's happening, but integrate into the donor's life and values. Great fundraising offers put the donor on the front lines, transforming and saving lives. But it's more than just a using a great offer... it's integrating the offer with the stories. That makes the story far more than something people read. It becomes something they LIVE.
Using case studies from Project HOPE and several other organizations, we'll show you: How to find the stories that are often hiding in your organizations; give you practical steps for turning data and anecdotes into stories; getting your boss on board with this approach and making every donor feel like a hero -- and loving your organization for it!
This practical, hands-on approach to storytelling and offer-selling will immediately equip any fundraiser to do more effective work in any medium: direct mail, digital, broadcast and print.
Learning Outcome #1
By attending this session participants will learn:
How to craft a working fundraising offer from the ground up - using the four elements of an effective fundraising offer.
Learning Outcome #2
By attending this session participants will learn:
How to uncover, get the details, and then tell a great true story that will help your donors understand (and love) what you do.
Learning Outcome #3
By attending this session participants will learn:
How to develop an eye for the stories and offers that work best to reach donors.