Communication that generates Action

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Who is here?

Lori L. Jacobwith

• 20+ years as a communication strategist & fundraising coach

• Measurable: Helped organizations raise over $100 million in last 10 years.

• Impact: My work creates environments where people find ease in their work with, and their conversations about money.

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Where we are heading today

What are your biggest

fundraising challenges?

Getting Past The Past

Definition

Fundraising: The raising of assets and resources from various sources for the support of an organization or a specific project.

~ Source: AFP Fundraising Dictionary, (Association of Fundraising Professionals)

Definition

Development: The total process by which an organization increases public understanding of its mission and acquires financial support for its programs.

~ Source: AFP Fundraising Dictionary,

(Association of Fundraising Professionals)

• Telling Your Story - Intro

• Asking – Take Action

• Maximize Relationships – Stay Relevant

• Managing Data

The Secret to Fundraising:

Clear, Bold Communication

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Thousands of messages barrage

us every single day.

46% of donors stop giving for reasons

connected to “a failure to

communicate.” ~ Penelope Burk & Cygnus Applied Research

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How can you stand out?

The most overlooked & important component of development.

Communication

Do this in pairs:

• Introduce yourself & the work of your organization.

• You may use up to 3 sentences.

Clear, Bold Communication

Think outside the box

Clear, Bold Communication

Money moves toward boldness and

clarity of communication

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Clear Adjective

1. free from doubt or confusion

2. certain in the mind; sure

3. easy to see or hear; distinct

4. evident or obvious

Collins Essential English Dictionary

2nd Edition 2006 © HarperCollins Publishers 2004, 2006

Clear, Bold Communication

Bold Adjective

1. courageous, confident, and fearless

2. immodest

3. standing out distinctly; conspicuous

Collins Essential English Dictionary

2nd Edition 2006 © HarperCollins Publishers 2004, 2006

Clear, Bold Communication

2 x 4 Rule

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2 x 4 Rule

Use this clear value statement & introduce again: [different partner]

“We are (who?).

We specialize in working with (whom?)

We help them (to do what?)."

Communication that generates action

“Feeling good is what nonprofits sell.”

~ Seth Godin, Author & Marketing guru

1. Listen.

2. Connect with your community where they are.

3. Allow your community to spread your messages.

Communication

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Storytelling: Primary way of learning

Six Word Stories

1. Compelling fact

2. Emotional connection

3. Call to action

Six Word Stories

Storytelling: Less is More

Lori’s:

Tells powerful stories to raise millions.

Worry is not a fundraising strategy.

Community service org helping vets:

War damaged Jim. We restored him.

Hemmingway:

Baby shoes. Never worn. For sale.

Yours?

1. There’s never enough.

Three Toxic Myths of Scarcity

2. More is better.

Three Toxic Myths of Scarcity

3. That’s just the way it is.

Three Toxic Myths of Scarcity

How does money given bring joy?

Money

Fundraising is a call to conversation and

to relationship.

Not just a transactional act.

Money Conversation

NEED exists when something is missing

What problem do you help solve?

Habitat for Humanity

Your Communication

You have a rare opportunity to empower people to feel great. To connect a contribution with that person’s highest ideals and values.

Habitat for Humanity

Clear, Bold Communication

Where to share “What’s Missing?” (Interesting or startling facts )

• Annual appeal(s)

• Email communication both cultivation & asking

• In person: meetings, events, donor cultivation, volunteer trainings, other programmatic events and more…

• Print: Newsletters, annual reports, fundraising invitations

• Website

Communication

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Simple framework for generating $ or support:

1) What’s your current funding gap?

2) What would your organization do with more money or members? Humanize this.

3) What is one simple action you want people to take?

4) Cause people to feel something.

5) Communicate regularly

Communication that generates Action

Remove the word struggle

from your fundraising vocabulary

Communication that generates Action

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It is our choices Harry, that show us who we really are, far more than our abilities.

Tell:

One thing you learned or inspired you

Your next action

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Blog and monthly e-Newsletter

Membership – special offer

Key Note & Breakout Sessions

Customized Fundraising ActionPlanning Sessions

Connecting with Lori

lori@LoriJacobwith.com

www.LoriJacobwith.com

952- 949-2105

http://twitter.com/LJacobwith

Lori Jacobwith

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