Here, from The FLA Group, is a superb paper on how to craft your fundraising case.
I wish (for the sake of US readers) I had seen it before the Thanksgiving holiday. I would have insisted that you take it home and memorize it over your "off" days.
The basic principles presented in Building a Passionate Case for Support: How to Write a Script in Support of Your Mission are:
- The needs of the organization are secondary to the prospect’s desires.
- Writing strategy is carefully constructed along the lines of human decision-making psychology and neurology.
- Rational arguments are secondary to the prospect’s primary emotional needs.
- Superb storytelling is the optimal way to penetrate the prospect’s heart and mind.
- The needs of the institution are secondary to the mission.
- The voices chosen to speak in the case must reflect the cause and its universe.
You’ve probably heard one or all of these maxims before. But even so, I urge you to do yourself a favor and read this paper.
It’s a masterful case!
Fraser Green and colleagues at The FLA Group, you deserve a raise!
Tom
This article was posted in: communications, copywriting, creativity, direct mail, direct marketing, Don't Miss these Posts, fundraising, major donors, nonprofit management, planned giving, Pushing the Creative Envelope, You Deserve a Raise.
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