The following is a guest blog post written by Kari Frazer, facilitator of our recent “Planning for Fundraising Success” workshop. Kari holds the international Certified Fund Raising Executive designation and has been practicing fundraising, marketing and media relations for 24 years.
In my recent Planning for Fundraising Success workshop for Volunteer Victoria I think the pivotal subject was creating the The Case for Support. Many of the 30 people in the room had an ‘aha’ moment when we went to some of their websites and looked for evidence of their priority needs. Many websites had a Canada Helps button that asked for a donation, but very few described a priority need and engaged us in a human story.
The first step we can all make is to describe our priority needs on our websites. Your website is your most important tool for identification, cultivation, solicitation and stewardship of your donors. The creation of all collateral, presentations, grant writing, direct mail and face to face asks can be duplicated from your website information. By sharing the stories and needs so accessibly and with such clarity, all volunteers and staff in the organization naturally become spokespeople and support your fundraising efforts.
Take a look at your website’s home page. Where is your story of an urgent need? Do you have ‘one click’ to a human story about a problem, the solution, the urgency and how the reader could be involved?
One exceptional site to model after is The Girl Effect. The website information and the series of videos cultivate us as well as encourage us to take action. The options to be involved include donating one-time, donating monthly, choosing what specifically to donate for, sharing the video/website with friends, volunteering, advocating, and finding out more information. This one site takes us through the entire The Fundraising Cycle from identifying ourselves and our friends to being cultivated, then solicited and thanked before being identified for another gift.
Our goal is for each priority need to have a human story that appeals to the reader’s heart, head and wallet. When your story describes the current problem or situation, what emotion does it stir? Pride? Fear? Inspiration? Hope? Grief?
You speak to the reader’s ‘head’ when you present a solution to the problem and a logic to why your organization has the history and resources to address the problem.
The reader is now ready to donate and knows that their contribution will make a difference because you have spoken to their ‘wallet’ by describing how each contribution – no matter if it is $25 or $2,500 – will make a difference. The reader is important to solving the problem. Through your organization and this particular project the reader can be a part of something bigger than themselves.
The reader has decided that this is an important need to donate to but what is the urgency? Why should we donate to your project when there are 1,100 charities in Greater Victoria inviting us to support them? Why you and why now? What is your call to action?