why it works… audience right message right… …expressed emotionally …expressed consistently...
TRANSCRIPT
Why it works…
Audience right
Message right……expressed emotionally …expressed consistently
But we are in danger of being SEVERELY compromised
Why it works…
Audience right
Message right……expressed emotionally …expressed consistently
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‘The essential difference between
emotion and reason is that emotion leads
to action and reason leads to conclusions’
Donald Calne, a neurologist
Being emotional…
Being consistent…
Ask 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 charity’s printed material say the same?
Being consistent…
Finding your Fundraising Proposition…
…Tangible’s Four Pillars exercise
Must-haves…
A good proposition answers the question,
‘Why should I support your charity with
£100 now?’ It should have:
NeedSolutionNow
And ideally, it should be unique
It will therefore say…What you achieve (not ‘what you do’)
Who you help
Why you’re needed….in a way that the PUBLIC is interested in
NOT a strapline
NOT a headline
….it’s a FEELING
The proposition has four pillars…
Vision
Enemy
Hero
Recipient
RNLI
An example: RNLI
VISION ENEMY HERO RECIPIENT
An example: RNLI
VISION ENEMY HERO RECIPIENT
No deaths at sea
An example: RNLI
VISION ENEMY HERO RECIPIENT
No deaths at sea
The cruel sea
An example: RNLI
VISION ENEMY HERO RECIPIENT
No deaths at sea
The cruel sea
The volunteer lifeboat
crewman
An example: RNLI
VISION ENEMY HERO RECIPIENT
No deaths at sea
The cruel sea
The volunteer lifeboat
crewman
Stupid, rich day-sailor who fell off
his boat
Vision
Hero
Enemy
Sue Ryder Care
Their mission: To be the first choice in both
neurological and palliative care
Their vision: Care that liberates lives
Sue Ryder Care
Vision Enemy Hero Recipient
to help every seriously ill person to have the
best quality of life
Sue Ryder Care
Vision Enemy Hero Recipient
to help every seriously ill person to have the
best quality of life
limited availability of
the best quality care
Sue Ryder Care
Vision Enemy Hero Recipient
to help every seriously ill person to have the
best quality of life
limited availability of
the best quality care
passionate and expert
carers
Sue Ryder Care
Vision Enemy Hero Recipient
to help every seriously ill person to have the
best quality of life
limited availability of
the best quality care
passionate and expert
carers
someone I love
SRC’s 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.
Vision - best quality of life
Hero - passionate, expert carers
Recipient - someone I love
Action for Blind People
VISION ENEMY HERO RECIPIENT
Action for Blind People
VISION ENEMY HERO RECIPIENT
Equality for blind and partially sighted people
Action for Blind People
VISION ENEMY HERO RECIPIENT
Equality for blind and partially sighted people
The public’s
ignorance
Action for Blind People
VISION ENEMY HERO RECIPIENT
Equality for blind and partially sighted people
The public’s
ignorance
Blind and partially sighted people
Action for Blind People
VISION ENEMY HERO RECIPIENT
Equality for blind and partially sighted people
The public’s
ignorance
Blind and partially sighted people
All of us
Fundraising proposition
If you want a just society, support Action for
Blind People now. We’ll use your £100 to give
blind and partially sighted people what they’re
crying out for - the same chances we all have,
to be fully paid up members of our society. ?
Action for Blind People
VISION ENEMY HERO RECIPIENT
Every blind and partially
sighted person given
support when
needed
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
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
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
losing their sight and picking up shattered
lives
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.
Must-havesEvery good proposition should have:
NeedSolutionNow
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’.
Need - red tape, bureaucracy and indifference
Solution - support when needed
Telephone Fundraising
“As I’m sure you’re 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.”
Telephone 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. We’ll also give guidance to the employers themselves, encouraging them to make simple changes that cater for the visually impaired.”
Why it works…
Audience right
Message right……expressed emotionally …expressed consistently