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| September 2007 | ||||
| PRESIDENT’S MESSAGE: | ||||
Welcome
to our Ventures in Philanthropy E-Newsletter |
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| Building
Your Case for Support Linda Lysakowski, ACFRE |
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| One of the most difficult tasks for many development officers is building a case for support that will help them raise money from various constituencies. Some issues people struggle with typically include—how long should the case be? Who should write it? How emotional should it be to be appealing, but not ‘mushy?’ One of the best books on this subject is Tim Seiler’s Developing Your Case for Support (see the CAPITAL VENTURE website for our favorite fundraising books and how to order them). I have found that some of the best case statements result | ||||||||
| from
using Tim's approach and from these techniques I’ve used to
build a compelling case for a nonprofit organization. |
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| Some Hints for Developing Your Case | ||||||||
•
Invite
donors to be part of the case development process – interview
donors as well as key staff people to build the stories that will
make your case compelling. A case written from the donor's perspective
will always be more compelling.
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| Writing
Fundraising Materials That Raise More Money On the Delicate Subject of Committee and Board Approvals |
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| This
article is excerpted from How to Write Fundraising Materials that
Raise More Money: The Art, the Science, the Secrets, by Tom Ahern.
This book is available at (www.emersonandchurch.com). |
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| Moments
like this happen quite often in my workshops. I’ll mention something that industry professionals pretty much all agree on. The perfect example: Repeated tests find that four-page letters used to acquire new donors typically out pull one-page letters, all else being equal. Counter-intuitive? Absolutely. But much of direct mail practice seems at first glance contrary to common sense. A hand goes up. It’s a worried query from an attendee who smells trouble ahead. “My board chair says he throws away four-page letters whenever he gets one. So he’ll only approve one-pagers. What should I do?” • Show him this article. • Hope that reason prevails. • Be well trained. Know what you’re talking about. • And realize that his opinion is entirely personal and applies nowhere outside his head. Humans have this bad habit of generalizing from the particular. “I don’t like it” gets all too easily confused with “No one will like it.” It’s bad logic and even worse statistics. Beware who gets approval rights With fundraising communications, there are only two states of being: “I know what I’m doing” or “I don’t.” Professional staff members are supposed to be the in-house authorities. They should know what they’re doing. They either have the technical expertise themselves to write and design fundraising materials … or they hire that expertise from a freelancer, consultant, or vendor. Or they have on hand expert books that demonstrate how to do these things the right way. I can’t think of any topic in fundraising or advocacy communications that can’t claim a book written by a credible expert. It’s unusual, though, to find that kind of professional expertise in board or committee members (or in many executive directors, for that matter). Yet we often cede the weighty responsibility of “blessing” fundraising communications to higher authorities: boards, committees, the executive director. That’s irresponsible. Uninformed opinions and second-guessing can, without malice or intent, easily ruin competent work and undermine your ability to raise money. When untrained people have the final say on what goes out the door, you run a serious risk. Let’s look at why. Instincts aren’t enough No one is born with an instinct for correctly judging direct mail. Even long-time direct mail professionals, people with hundreds of properly conceived and executed efforts in their memory banks, admit they’re never quite sure if a new appeal will succeed or not. Which is exactly why these same professionals test so religiously and rigorously. And that’s just direct mail. There’s a body of knowledge behind every professional communications piece, whether it’s an annual report, a newsletter, a case statement, an emailed appeal, or a website. Acquiring that body of knowledge requires training. Effective fundraising communications – solicitation letters, promotional ads, case statements and the rest – are in my opinion 99% science and 1% art. If my assessment is right, training and experience, clearly, make all the difference. An untrained person might (unlikely, but possible) guess a few things right out of the 25 basic things one needs to know to succeed in the tough business of communicating with strangers. But those many other mistaken guesses will kill your chances. Non-professionals use the wrong criteria Inventor Henry Ford once observed, “If we’d asked the public what they wanted, they would have said, ‘faster horses.’” That profound remark also neatly makes a point germane to our discussion: People work with what they know. Ask an untrained person for an opinion, and you’ll get one, particularly if it’s about the written word. But the context and references on which that opinion is based will be personal, not professional. When an untrained person says, “I like it,” it’s a matter of taste. When a trained person says, “I like it,” it’s a matter of judgment, using recognized and proven criteria. In a professional approval process, personal taste is irrelevant and often misleading because it tends to favor the safe over the bold. The problem with committees Though I’ve known exceptions, committees, by their very nature, tend to make things worse. They feed each other’s doubts. They’re protective of the organization’s image. They try to sand off all the edges and find a solution everyone agrees is inoffensive. But during the “blandifying” process, they often also scrub away the interesting bits: the bold, the controversial, the crazy surprises. BIG mistake. Advertising legend, David Ogilvy, once wrote, “You cannot bore people into buying your product; you can only interest them in buying it.” Sound advice, widely applicable. You cannot bore people into paying attention. You cannot bore people into becoming supporters. You cannot bore people into acting on your behalf. Ask any good marketer: Bold outsells bland every time. And that goes for fundraising, too. In the bowels of the direct mail industry, there’s even a belief that if no one complains, you haven’t pushed hard enough. If no one calls your office to say, “I just got your latest fundraising appeal. How dare you show a picture like that!”, then you’re not close enough to the edge and your income will suffer. Unfortunately, that’s not how humans on committees tend to behave. Risk aversion is more likely the order of the day. In his classic, Confessions of an Advertising Man, Ogilvy flashes this dismissive rhyme: Search all the parks in all your cities; You’ll find no statues of committees. But, as I say, I have known exceptions. |
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| Training
and Professional Development |
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| You
may order The
Development Plan, Recruiting
and Training Fundraising Volunteers and other books recommended
by Linda Lysakowski, ACFRE, and learn more about our recommended fundraising
books by visiting our website: www.cvfundraising.com/resources/cvbooks.
CAPITAL
VENTURE has developed a Training Catalogue, which is available by
email. We offer a wide variety of workshops for groups such as AFP
chapters, statewide associations, national organizations, Dioceses,
United Ways and Centers for Nonprofits. If you would like to receive
a copy of our offerings, please contact cvlinda@cox.net. Many people have wanted to attend workshops but because of distance or the fact that some of our workshops are held for predetermined audiences, it has been impossible to attend. Watch for our new Webinars through Affinity Seminars, where you can get top-notch education in the comfort of your home or office, save money and traveling time. |
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SPECIAL
OFFERS |
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October
3-5, 2007 |
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UPCOMING
PRESENTATIONS |
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September
7, 2007 AFP Rhode Island Chapter The Development Plan & Panel on Women's Careers in Philanthropy Providence, RI Linda Lysakowski, ACFRE |
September
18, 2007 The Funding Consortium Capital Campaigns San Bernardino, CA Linda Lysakowski, ACFRE Pam Grogan Click here to download more infomation |
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September
26, 2007 AFP Miami Valley Chapter The Development Plan Dayton, Ohio Linda Lysakowski, ACFRE |
September
27, 2007 First Nonprofit Insurance/CAPITAL VENTURE Improving Your Nonprofit's Bottom Line Reno, NV Linda Lysakowski, ACFRE Dave Kulikowski of First Nonprofit Insurance Click here to download more infomation |
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LOOKING
AHEAD In January & February 2008, Affinity Seminars will launch a brand new concept in online training/consulting, featuring Linda Lysakowski, ACFRE facilitating a six-session course in Capital Campaigns. Watch for more details in upcoming newsletters. |
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CONTACT
U
S |
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CAPITAL
VENTURE |
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Advancing
Philanthropy through Consulting and Training for Nonprofits |
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Offices
throughout the United States |
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| Administrative
Office: P O Box 731 Reading, PA 19607 |
Executive
Office: 10245 S. Maryland Pkwy., Ste. 1188 Las Vegas, NV 89183 866-539-9990 toll free 702-892-0955 voice 702-892-0655 fax |
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CAPITAL
VENTURE
Associates are located
throughout the United States. Call to find the one closest to you. (866) 539-9990 toll free |
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