Katya Andresen's Four Rules of Successful Fundraising
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The document outlines Katya Andresen's presentation on successful fundraising in tough economic times. The presentation covers: 1) Why people do and do not donate, and how fundraisers should see things from a donor's perspective. 2) Current trends in fundraising, including a decline in overall giving in 2008 but an increase in online donations, especially from younger donors. 3) Four rules for fundraising: focus on your audience, emphasize impact over need, highlight what others say about your organization, and stand out among the 1.8 million nonprofits. 4) Four questions fundraisers must answer: why me, what for, why now, who says? The questions should be answered from the donor's
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Katya Andresen's Four Rules of Successful Fundraising
- 1. Katya Andresen Successful Fundraising in Tough Economic Times
- 5. What did we just learn?
- 7. You are not the target audience!
- 13. No magic button… you need marketing “ Broken Button”Fotofigg, Flickr
- 18. 2. It’s about your impact, not your need Credit: www.forimpact.org
- 20. The joy we give … . giving affects our brain chemistry. For example, people who give often report feelings of euphoria, which psychologists have referred to as the "Helper's High ."
- 22. 3. It’s about what others say
- 23. Who do we believe?
- 26. More than a toehold in the sock market
- 27. How to win
- 31. Why me?
- 32. By Jan Fonger What happens when we focus on ourselves Attitudes toward marketing
- 39. Let’s try it on you Credit: It’s just Jack, Flickr
- 40. What for?
- 42. What for… through the donor’s eyes
- 44. Let’s try it on you Credit: It’s just Jack, Flickr
- 45. Why now?
- 47. Why now?
- 48. Let’s try it on you Credit: It’s just Jack, Flickr
- 49. Who Says? blank
- 50. Who says: hopefully not just us
- 52. Attn. Messengers: The Train Has Left the Station
- 53. The messenger is EVERYTHING now. http://www.cnn.com/2007/LIVING/10/09/bacon.heroes/index.html#cnnSTCVideo
- 54. v
- 55. Let’s try it on you Credit: It’s just Jack, Flickr
- 57. Free training, free resources
- 60. Q&A
Editor's Notes
- How can we connect Reward in return for action Make it memorable Examples (L’Oreal and food speech) Exercise with 2 messages and audiences
- Chris Buckley piece
- Chris Buckley piece
- Immediate: AIDS: long-term killer or Number One Personal: Civil society in Ukraine – happy constituents, stability for business Reflective of audience values – happy feet Better than competition – Truth campaign Credible – messenger, facts, testimonials, case studies, social norms
- People listen to other people. (CONE: 76%) What your friends and family say, matters most. They are better messengers for catalyzing action than anyone in this room. They know what to say and how to say it. Think about what this means to us: We need to GIVE THEM THE FREEDOM to BE OUR MESSENGERS.
- Technology enables these messengers to FLIP THE FUNNEL Explain flipping the funnel Importance of user-driven content – let them speak in their own words Importance of social networks – lets them speak where their friends and family already are, reach more people efficiently, amplifies the message Importance of ease of this – attracts whole new group of fundraisers that wouldn’t go to effort offline or who don’t like asking for $$ directly; some more effective than others.
- Online allows you to act on impulse. Tell Robin’s story as an example – Jan 18: Out running, feet numb, diagnosed with MS soon after Friend sees Kevin on The View She tells Robin Feb 2-Robin goes online and becomes a fundraiser for her MS chapter – on impulse, in 5 min Friends and family get a way to act on their impulse to help her First day:$800 in donations
- Feet First is a small organization in Seattle working for a more livable, walkable community. They had a tiny budget but big ambitions – they wanted media attention around the fact that many streets aren’t walkable, and they wanted to start soliciting donations online.
- The first purchase: a chicken suit for $125. This brought their mission to life – they didn’t talk about walkable communities, they talked about the fact it was hard for the chicken to cross the road. Every local TV station and newspaper picked up the story.