“Why should I give you my hard-earned money?”
Answer this question well, and you’ll never be short of funds. Answer it poorly, and fundraising becomes an uphill battle.
Most nonprofits suffer from what the best-selling business book, Made to Stick, rightly calls the “curse of knowledge.”
This shortcoming – and a common lack of donor-centricity – seriously undermine the effectiveness of many (maybe even most) donor communications … from the humble elevator speech (an overrated exercise) to direct mail appeals to websites to stewardship materials like “gratitude reports” all the way up to capital campaign case statements.
In this revealing session, one of North America’s most experienced case writers shares his secrets for properly selling your projects, programs, endowments, initiatives, buildings, renovations, and bright ideas.