Making Your Case How to Sell Your Vision to Donors

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1 Making Your Case How to Sell Your Vision to Donors by Tom Ahern Case for Support Tom Ahern 1

2 U.Toronto s Billion $ Campaign Began in 1997, ended donors gave $1 million or more Of them, 30 gave $5 million or more Case for Support Tom Ahern 2

3 U.Toronto s Billion $ Campaign 95,000 donors gave less than $1, ,819 donors in total gave Almost half were first-time donors Case for Support Tom Ahern 3

4 What a case isn t Case for Support Tom Ahern 4

5 Not a grant proposal. Not an internal memo. Case for Support Tom Ahern 5

6 A sales brochure. Case for Support Tom Ahern 6

7 Emotionally gratifying, like a good new car brochure. Case for Support Tom Ahern 7

8 No specialists here! Case readers are volunteers, giving i you a few minutes of their valuable time. Case for Support Tom Ahern 8

9 And you can t expect them to read deep. Case for Support Tom Ahern 9

10 The fickle eye. Case for Support Tom Ahern 10

11 Jargon is an enemy. The writer s goal: Zero. Case for Support Tom Ahern 11

12 Words that have value, say, in education - words like interdisciplinary -are are not understood off campus. Case for Support Tom Ahern 12

13 Displays of egregious erudition are annoying. Case for Support Tom Ahern 13

14 All fundraising copy should sound soudlike esomeone eoetalking. -- George Smith, Tiny Essentials of fwriting i for Fundraising i Case for Support Tom Ahern 14

15 XYZ University'ss strategic plan is designed to amplify the university's s academic excellence. The result of a 13-month planning effort, the plan identifies strategies to enhance the university s work for students on three fronts: Reinterpreting the liberal arts skills of communication and critical thinking to take into account 21st-century challenges and opportunities Multiplying connections between students and faculty members by building on the faculty s record of original research and creativity Building on XYZ University s strong sense of community, locally and globally What s wrong? Too much insider jargon. No worthy emotional goal. No donor in sight. Case for Support Tom Ahern 15

16 Emotionally worthy goals Within a decade, if all goes according to plan, XYZ University i will emerge as the top school in its class, leaving behind our peer schools of today. Admittedly, dl the plan is ambitious. And it won t be cheap: excellence in education at this level l never is. Plain talk But we will get there, thanks to your vision, your commitment, and your help. The donor is the hero Case for Support Tom Ahern 16

17 What a case is Case for Support Tom Ahern 17

18 All cases, 3 things: Make a promise. Rl Relate it to people. Celebrate the donor. Case for Support Tom Ahern 18

19 Donor People give to people for people Promise Case for Support Tom Ahern 19

20 A case is not a description of what you do. Case for Support Tom Ahern 20

21 Just as good Case for Support Tom Ahern 21

22 A case is a description of what you promise. Case for Support Tom Ahern 22

23 They are not giving to this, at least not initially Memphis Child Advocacy Center Helping Victims Become Children Again They are giving to this Case for Support Tom Ahern 23

24 Case for Support Tom Ahern 24

25 What was so special about this? Oh, right. Case for Support Tom Ahern 25

26 A campaign case talks about where you re headed. Case for Support Tom Ahern 26

27 You re at A. Case for Support Tom Ahern 27

28 People are living longer in America all the time. And for 3 out of 5, it s a very bitter ending for themselves and their families. Why? Because 3 out of 5 Americans over the age of 85 today get Alzheimer s. Case for Support Tom Ahern 28

29 What s your B? Case for Support Tom Ahern 29

30 But this grim outlook could soon improve. Our research could help shrink the number afflicted with Alzheimer s significantly, maybe down to 1 in 5 -- within a decade. We re ready. But we can t do it without your help. Case for Support Tom Ahern 30

31 today > tomorrow before > after problem > solution evil > good Case for Support Tom Ahern 31

32 What does a big bucks campaign case statement look like? Case for Support Tom Ahern 32

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37 Directly addresses the reader Reveals the goal lin 1st sentence Fear Fear Hope Vision Navigation Subheads break up dense text Answers a leading Send to web skepticism immediately Total words: roughly 550 Case for Support Tom Ahern 37

38 Yale College is thriving, perhaps as never before. Promise: building multinational graduates A Recognizing that excellence is no excuse for complacency recommended substantial improvements in the curriculum B Promise: bringing a Yale education within reach of anyone good enough to be admitted Promise: perpetual glory. These are mostly named endowments. B Promise: science-rich Promise: arts expansion In a nutshell: We researched. And we discovered weaknesses that this $3 billion campaign will fix. It s just a matter of money. Case for Support Tom Ahern 38

39 Cases are written for the time-pressed. Case for Support Tom Ahern 39

40 > easy-to-use reference > leave-behind > publication i for the masses Case for Support Tom Ahern 40

41 They walk readers through the argument in obvious steps. Case for Support Tom Ahern 41

42 Case for Support Tom Ahern 42

43 Section 1: The welcome message. 72 words long. It explains the campaign theme. Section 2: The introduction. 6 paragraphs totaling 288 words. Specifies the need: $30 million for "a number of significant capital projects." Section 3: The organization's history. 10 paragraphs totaling 500 words. Section 4: The organization's philosophy. 144 words. Explains the organization's concept behind a wonderful nursing/retirement home. Case for Support Tom Ahern 43

44 Section 5: Why our mission matters today. Brings reader up to date on what the organization is doing now. The midsection: at 1,600 words, the longest, too. Section 6: The vision. The chair talks briefly about the vision, in 500 words. Section 7: The call to action. The foundation chairman calls for gifts. Section devotes 1,200 words to what will be built with the $30 million. Section 8: A closing thank you. 250-word wrap up opens with quote from the foundation president stressing the members' proud legacy of caring for others. It pleads, "Won't you give?" Case for Support Tom Ahern 44

45 The shape of a case: Word count Case for Support Tom Ahern 45

46 Ultimately, why do donors give? Pre-existing values, interests, emotions, and connections. Case for Support Tom Ahern 46

47 You don t argue anyone into giving. Instead, you make matches. Assuming Case for Support Tom Ahern 47

48 Trust and results. The research found that trust in an organization (82%) and measurable community impacts (81%) are key to decision makers when determining which cause to support. Cone, Inc., January 2007 Case for Support Tom Ahern 48

49 Proof Promise Case for Support Tom Ahern 49

50 Is 22 pages pg enough? Case for Support Tom Ahern 50

51 The three B s: Be brief. Be brilliant. Be gone. Case for Support Tom Ahern 51

52 Case for Support Tom Ahern 52

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54 You should be able to skim a case, as you would a newspaper, and get the key points, without reading ANY of the long text. That s reader convenient. Case for Support Tom Ahern 54

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56 If a prospect p reads 500 words,,you re lucky. Case for Support Tom Ahern 56

57 My ygoal: Whole thing in the first 50 words. The rest backs it up. Case for Support Tom Ahern 57

58 30 words Case for Support Tom Ahern 58

59 The promise, part 1 Donor importance recognized The people at stake The promise, part 2 Case for Support Tom Ahern 59

60 $500 million goal Case for Support Tom Ahern 60

61 Case for Support Tom Ahern 61

62 $35 million raised Case for Support Tom Ahern 62

63 Case for Support Tom Ahern 63

64 $50 million raised Case for Support Tom Ahern 64

65 The three big questions Case for Support Tom Ahern 65

66 Why us? Why now? Why you? Case for Support Tom Ahern 66

67 Why us? What are we doing that s so uniquely wonderful that the world should want more of it and support our new plans? Case for Support Tom Ahern 67

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70 Why now? What s the big hurry? What changed? Why is this crucial now? Case for Support Tom Ahern 70

71 Audiology. People come to us from all over the world. And they ask, Where s the building? Case for Support Tom Ahern 71

72 Case for Support Tom Ahern 72

73 Why you? You is the donor. Why are donors critical to your vision? Have you made them the heroes? What are your emotional triggers? Case for Support Tom Ahern 73

74 The most important word in your case Case for Support Tom Ahern 74

75 A brief look at the link between your philanthropy and this university s greatness signed by the president The most important word in your case Tomorrow requires something more: a massive increase in philanthropic investment, led by people like you. Case for Support Tom Ahern 75

76 So you tell opportunity stories. Case for Support Tom Ahern 76

77 the key motivator for giving g is not need, but opportunity. Case for Support Tom Ahern 77

78 An opportunity to express their values. Case for Support Tom Ahern 78

79 An Opportunity Case for Support Tom Ahern 79

80 Case for Support Tom Ahern 80

81 Opportunities to memorialize Case for Support Tom Ahern 81

82 An opportunity to be publicly recognized for contributing to the community. Case for Support Tom Ahern 82

83 Case for Support Tom Ahern 83

84 The opportunity to feel like they ve made a difference. Case for Support Tom Ahern 84

85 Giving is not about a calculation of what you are buying, Yale economics professor, Dean Karlan, proved. It is about participating p in a fight. The New York Times March 9, 2008 Case for Support Tom Ahern 85

86 Are you inviting iti your donors to a fight? Case for Support Tom Ahern 86

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89 Donors don t give to your organization. They give through your organization to: fix a problem they worry about; sustain or expand a solution they believe in; get more of what they re interested in; feel like they ve made a difference. Case for Support Tom Ahern 89

90 What PROBLEM are your donors the SOLUTION to? Case for Support Tom Ahern 90

91 You tell recognition stories. Case for Support Tom Ahern 91

92 Donor-OPTIONAL: We did this. We did that. We were amazing. Oh, by the way, thanks. Case for Support Tom Ahern 92

93 Donor-CENTRIC: With your help, all these amazing things happened. And without your help, they won t t. Case for Support Tom Ahern 93

94 Make your donor the real hero of the story And shift the burden for achieving success to their shoulders Case for Support Tom Ahern 94

95 My process: Baking the 5-7 day case Case for Support Tom Ahern 95

96 Gather the ingredients Case for Support Tom Ahern 96

97 Your mission Every outbound communication Your vision News clippings Your values Relevant position papers Your strategic plan (goals and Descriptions of your programs objectives) and services (brochures) Monetary goal and what that $ Proof your programs work buys Overview of your governance Data on those you serve Staffing Trends Financial information Info on emerging or increasing i needs Organization s history Case for Support Tom Ahern 97

98 Conduct interviews. Take notes. Case for Support Tom Ahern 98

99 Tell me again: Why does our work matter? Case for Support Tom Ahern 99

100 You re probing for proof. Case for Support Tom Ahern 100

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103 You re gathering concrete details. Case for Support Tom Ahern 103

104 Skim the cream. Compile an internal case. Case for Support Tom Ahern 104

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106 An internal case is a database YOU use. It is NOT for public consumption. Refer to it when you need to write letters, feasibility cases, draft cases, grant proposals, brochures, pitches, editorials, i PowerPoints, P newsletter articles, and such. Case for Support Tom Ahern 106

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109 Backgrounders Interviews News articles Case for Support Tom Ahern 109

110 Heath Bros. say: Outsider eyes. Case for Support Tom Ahern 110

111 Donors are staggeringly ignorant of the causes they support. -- Richard Radcliffe, dean of UK donor researchers Case for Support Tom Ahern 111

112 You hope to connect with an interest tor a value. Enchant. Surprise. Case for Support Tom Ahern 112

113 Find the perfect statistic. (Not 25 perfect statistics. Trend-spot.) Case for Support Tom Ahern 113

114 For a $3 million domestic violence shelter Case for Support Tom Ahern 114

115 Have proof. (Anecdotes. Testimonial. Endorsements from outside experts.) Case for Support Tom Ahern 115

116 When she entered our 3rd grade, she couldn t spell cat cat. At the end of the year, she could spell Tchaikovsky. Case for Support Tom Ahern 116

117 Entertain: news, unique things, surprises, drama. Case for Support Tom Ahern 117

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119 Neuroscience says Coming across new information triggers a chemical reaction that makes us feel good, which in turns causes us to seek out even more of it. Source: Wall Street Journal article by Lee Gomes, on USC neuroscientist, Dr. Irving Biederman; published March 12, 2008 Case for Support Tom Ahern 119

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121 Also new-ish Words like future, secret, hidden, hints, tips, update, private, confidential, mystery, discover, unveil, expose, reveal, divulge. Depts. like "Did you know?", "Myths and Facts," "Frequently Asked Questions." Case for Support Tom Ahern 121

122 Case for Support Tom Ahern 122

123 Salt with lots of emotional triggers. Case for Support Tom Ahern 123

124 Direct mail s 7 favorite triggers Anger Exclusivity Fear Flattery Greed Guilt Salvation Case for Support Tom Ahern 124

125 Mal Warwick s 5 positive triggers Hope Love Compassion Duty Faith Case for Support Tom Ahern 125

126 Negative and positive emotional triggers work kin pairs. Case for Support Tom Ahern 126

127 Fear Hope Case for Support Tom Ahern 127

128 Fear Hope Case for Support Tom Ahern 128

129 Fear How you prepare such leaders is a question much examined at [fill in college name]. The world changes. A successful college must change with it yet hold onto the virtues expressed through its mission, its tradition, and its alumni. Exclusivity & pride Hope Case for Support Tom Ahern 129

130 Look for ways to show as well as tell. Case for Support Tom Ahern 130

131 Readers need something they can see literally. Case for Support Tom Ahern 131

132 I can see me I can see him I can see this Case for Support Tom Ahern 132

133 Jerry Panas tip. Make it bigger than you. Case for Support Tom Ahern 133

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135 l Case for Support Tom Ahern 135

Building a Fabulous Case for Support Berkshire Taconic Community Foundation

Building a Fabulous Case for Support Berkshire Taconic Community Foundation June 2017 Tom Ahern 2017 Tom Ahern www.aherncomm.com 1 2017 Tom Ahern www.aherncomm.com 2 Why us? 1 What are we doing that s