focusing your special event appeal story
TRANSCRIPT
Focusing Your Special Event Appeal Story
9/15/16 1pm Eastern
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Our guest presenter »Kristin Steele Owner and Director of Operations + Communications at Swaim Strategies.
As a nonprofit advocate in Portland for over 20 years teaching adult community writing workshops and playwriting for at-risk youth, Kristin helped start Swaim Strategies in 2004. As a writer and teacher by trade, she works with nonprofits to increase their fundraising by improving how they tell their story to strategically impact their events, special appeals and videos.
Focusing Your Special Event Appeal Story
^ 87% of major donors prefer giving at events
^Ego benefit
^Social benefit
Giving at an event
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From the Chronicle of Philanthropy 2015
Event revenue
Pre-event1. sponsorship2. individual
ticket sales3. cash gifts
At your event1. special appeal2. live auction3. silent auction4. raffles, etc.
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What is a special appeal?
^When you ask donors for cash at an event^Other names: paddle raise, moment of
giving, fund an item, mission moment
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^A great opportunity for unrestricted funds
^No procurement required for a special appeal
^ It helps build your major donor base
Why do a special appeal?
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Why do people give?
Major donors have 3 reasons for giving^ They want to be a part of something^ They want to be known^ They want to change the world
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Why do people give?
Major donors give because^ They want to be a part of something^ Your organization ^ Your event ^ Changing the world
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Why do people give?
Major donors give because^Want to be known ^ Be seen giving at your event^ Be a known supporter to your organization
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Why do people give?
Major donors give because^Want to change the world
So tell them the story of impact that they can be a part of…
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^ Simon Sinek’s
Golden Circle of Why
^Deciding from the heart
^ I believe, we believe…
The WHY
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^Why: belief
^How: actions torealize belief
^What: results of actions to realize belief
Speak from the WHY
Simon Sinek’s Golden Circle, www.startwithwhy.com
Why
How
What
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Neocortex
^ Rational
^ Analytical
^ Language center
Why speak from the WHY
Limbic Brain
^ Feelings
^ Decision making center
Why
How/What
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The Study: Why We Give
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The Study: Why We Give
From “Psychic Numbing and Genocide,” Paul Slovic, University of Oregon
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The Study: Why We Give^ Giving drops up to 50% when statistics
enter the picture
^ Statistics move your donor from their limbic (emotional/decision) brain to their neocortex (analytical/rational)
^ People want to feel like they can make an impact on a situation
From “Psychic Numbing and Genocide,” Paul Slovic, University of Oregon
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The Study: Why We Give
Story of ONE person on a Hero’s Journey:
^ Before / Crisis^ Organization / Impact^After / Resolution
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^ Power of the human experience
^Connection through narrative
^ Identifying organization as change agent
^ The Hero’s Journey
Storytelling
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Best kinds of special appeals
are STORIES witha beginning,
a middle and end.
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The most effectivespecial appeals have:
a beginning = the storya middle = the ask
an end = the collection
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1. The story: someone impacted by you telling their story of that impact
2. The ask: where you ASK for the money
3. The collection: the commitment for the money made via bid cards or envelopes
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^ ONE person
^ The Hero’s Journey
^ You’re the change agent
The story
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The human brain on story
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^ We learn through stories^ Stories connect us to strangers^ Stories allow listeners to turn an idea into
their own idea and experience^ Stories create alignment: our brains show
similar activity when we hear the same story
^ Stories create emotional resonance
Info compiled from Uri Hasson, Princeton University and University of Berkeley
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Your event is a storyabout WHY your work matters.
If it’s not, it should be.Your WHY makes the case for
your impact on the world.
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But the main character of the story isn’t your organization, it’s those you work with AND
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your donors. The goal of your event story is to
connect them in an authentic way.
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It’s the story of one person on a Hero’s Journey where your organization
is the change agent, fueled by donors, that is helping them succeed.
Change Agent(that’s you!)
Before
After
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The special appeal at your event is the best vehicle to tell that story.
About Your Org
Appeal Story
Special Appeal
Awards + Entertainment
Start of Event
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The ask
^ MUST ask for money^ Call to action^ Tie directly to the story^ Do not use executive director^ Engage your audience^ Bring story back to the room^ Do not repeat the story
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The collection
^ Passive vs. active
^ Active = more money
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So what does it all mean?
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Questions?
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