Fix Your Special Appeal HOW TO USE STORIES TO RAISE MORE MONEY AT YOUR NEXT EVENT

Transcription

1 Fix Your Special Appeal HOW TO USE STORIES TO RAISE MORE MONEY AT YOUR NEXT EVENT Presenter: Shanon Doolittle, Fundraising + Donor Happiness Coach About me: Hey there, I m Shanon! And I ve Fundraised for over a decade Specialized in event fundraising + donor relations Raised tens of millions (+ counting) 1

2 Question Type your answer in the Question Box. What was your biggest reason for wanting to join today s webinar? (And so happy you re here!) 2

3 Fixing special appeals Why I created this course. I attend over 30+ events a year. A handful raise a ton of money, and the others raise just enough. Most staff + board members feel deflated following an event. And they wonder why the event didn t raise more money. The most common reason? The ask fell flat. (Way flat.) What you ll learn today: Why special appeals fall flat What makes a great story Where to find compelling stories What traits to look for when selecting a speaker 3

4 What you ll learn today: How to prepare + manage your speaker Why story structure matters How to help your speaker feel more comfortable making the ask And answers to your questions too! Why special appeals fall flat Specials appeals are meant to persuade the audience to give money, which means your speaker and their story needs to resonate with the audience. 4

5 Why special appeals flat Reason #1: The speaker is unprepared. How you know: The speaker may ramble, look uncomfortable + talk too fast or slow. Why special appeals flat Reason #2: The speaker does not connect with audience. How you know: The audience is fidgeting, not paying attention or looks bored. Why special appeals flat Reason #3: The speaker focuses too much on the organization. How you know: The speaker does not acknowledge the audience. The word we or us is frequently used. You is not. 5

6 Why special appeals flat Reason #4: The speaker does not tell a story. How you know: The speaker shares facts and not experiences. There is no clear direction. No beginning, middle + end. Information is static. Stories are dynamic. What makes a great story 6

7 Great stories + special appeals create emotional connection + have an extremely powerful effect on an individual. What makes a great story All great stories feature a creative + compelling framework known as the 4 C s. Character Connection Conflict Conquest What makes a great story Building Block #1: Character Your main character is the person who s life is improved by your organization + who will appeal to your audience. It may also be a place or thing. 7

8 What makes a great story Building Block #2: Connection Connection is the bridge between the audience + the organization. To connect with people, meet them on a human level. Find one of the many threads that unite us, basic human needs, wants + desires. What makes a great story Building Block #3: Conflict Conflict is the thing that holds your character back from achieving what he or she wants. It can be external or internal. The bigger, harrier the conflict the better. What makes a great story Building Block #4: Conquest Conquest is the outcome of the character s situation. It shows how your character s problem is resolved or greatly improved. 8

9 You have to know what makes a great story before you go look for one. Get ready to fix your special appeal In 3 easy steps Find great stories Select your speaker Prepare your speaker Step 1: Find great stories Where to find compelling stories 9

10 Don t have a story? Fabulous! Ask others to join your fun story finding quest. And remember to share what makes a great story. Where to find compelling stories Place #1: Program staff and volunteers There is no better place to start than frontline staff. Ask if they can tell you about someone they ve served that has stayed on their mind. Where to find compelling stories Place #2: Collaborative partners Ask service partners to share stories. What stories have inspired them? Or has made them proud to do their job? 10

11 Where to find compelling stories Place #3: Donors Donors give because of stories they have heard, or because of stories from their own experiences. Ask them to share why they were inspired to get involved with your organization. Where to find compelling stories Place #4: Social media followers Curate stories told over social media. Or share that you are looking for great stories + ask followers to respond. Create a culture of storytelling at your organization. Gather together once a month and have everyone share one story that inspired them recently. 11

12 Question Type your answer in the Question Box. Where you do you find stories for your organization? Step 2: Select your speaker What traits to look for when selecting a speaker Great speakers hone their words, sweat the structure + practice their craft rigorously. 12

13 What traits to look for Trait #1 PASSION Too Little Too Much What traits to look for Trait #2 CONFIDENCE Too Little Too Much What traits to look for Trait #3 POLISH Too Little Too Much 13

14 What traits to look for Trait #4 AUTHENTICITY Too Little Too Much What traits to look for Trait #5 ACCESSIBILITY Too Little Too Much What traits to look for Trait #6 SCRIPTABILITY Too Little Too Much 14

15 Be careful not to dump raw emotion on the shoulders of the audience. A chin quivering is fine but bawling one s eyes is out. Step 3: Prepare your speaker How to prepare and manage your speaker Every speaker is scared to death. Every. Speaker. Your goal is to make the preparation process as easy, fun + non-scary as possible. 15

16 How to prepare your speaker Activity Review event program run of show with speaker. Provide storytelling brainstorm questions. Select speaker story. Review story structure with speaker. Request first draft (5-10 days). Check in with speaker and answer questions. Review revised draft with event team. Provide feedback to speaker. Request revised draft (3-5 days). Rehearse ask in person with speaker. Suggest minor tweaks, if needed. Request final speech (week before the event). Provide speaker agenda and logistics. Sends notes of gratitude and encouragement. Week 6 weeks from event 5 weeks from event 4 weeks from event 3 weeks from event DOWNLOAD 2 weeks from event ALERT 1 week from event How to prepare your speaker Brainstorming Questions: What do you remember about your experience with math as a child? If you were a number, what number would you be + why? How has our organization + donors transformed the lives of one of your students? Why should someone donate to our organization? How to prepare your speaker Activity Review event program run of show with speaker. Provide storytelling brainstorm questions. Select speaker story. Review story structure + storytelling tips with speaker. Request first draft (5-10 days). Check in with speaker and answer questions. Review revised draft with event team. Provide feedback to speaker. Request revised draft (3-5 days). Rehearse ask in person with speaker. Suggest minor tweaks, if needed. Request final speech (week before the event). Provide speaker agenda and logistics. Sends notes of gratitude and encouragement. Week 6 weeks from event 5 weeks from event 4 weeks from event 3 weeks from event 2 weeks from eventdownload ALERT 1 week from event 16

17 How to prepare your speaker Activity Review event program run of show with speaker. Provide storytelling brainstorm questions. Select speaker story. Review story structure + storytelling tips with speaker. Request first draft (5-10 days). Check in with speaker and answer questions. Review revised draft with event team. Provide feedback to speaker. Request revised draft (3-5 days). Rehearse ask in person with speaker. Suggest minor tweaks, if needed. Request final speech (week before the event). Provide speaker agenda and logistics. Sends notes of gratitude and encouragement. Week 6 weeks from event 5 weeks from event 4 weeks from event 3 weeks from event 2 weeks from event 1 week from event How to prepare your speaker Activity Review event program run of show with speaker. Provide storytelling brainstorm questions. Select speaker story. Review story structure + storytelling tips with speaker. Request first draft (5-10 days). Check in with speaker and answer questions. Review revised draft with event team. Provide feedback to speaker. Request revised draft (3-5 days). Rehearse ask in person with speaker. Suggest minor tweaks, if needed. Request final speech (week before the event). Provide speaker agenda and logistics. Sends notes of gratitude and encouragement. Week 6 weeks from event 5 weeks from event 4 weeks from event 3 weeks from event 2 weeks from event 1 week from event How to prepare your speaker Activity Review event program run of show with speaker. Provide storytelling brainstorm questions. Select speaker story. Review story structure + storytelling tips with speaker. Request first draft (5-10 days). Check in with speaker and answer questions. Review revised draft with event team. Provide feedback to speaker. Request revised draft (3-5 days). Rehearse ask in person with speaker. Suggest minor tweaks, if needed. Request final speech (week before the event). Provide speaker agenda and logistics. Sends notes of gratitude and encouragement. Week 6 weeks from event 5 weeks from event 4 weeks from event 3 weeks from event 2 weeks from event 1 week from event 17

18 How to prepare your speaker Activity Review event program run of show with speaker. Provide storytelling brainstorm questions. Select speaker story. Review story structure + storytelling tips with speaker. Request first draft (5-10 days). Check in with speaker and answer questions. Review revised draft with event team. Provide feedback to speaker. Request revised draft (3-5 days). Rehearse ask in person with speaker. Suggest minor tweaks, if needed. Request final speech (week before the event). Provide speaker agenda and logistics. Sends notes of gratitude and encouragement. Week 6 weeks from event 5 weeks from event 4 weeks from event 3 weeks from event 2 weeks from event 1 week from event How to prepare your speaker Activity Review event program run of show with speaker. Provide storytelling brainstorm questions. Select speaker story. Review story structure + storytelling tips with speaker. Request first draft (5-10 days). Check in with speaker and answer questions. Review revised draft with event team. Provide feedback to speaker. Request revised draft (3-5 days). Rehearse ask in person with speaker. Suggest minor tweaks, if needed. Request final speech (week before the event). Provide speaker agenda and logistics. Sends notes of gratitude and encouragement. Week 6 weeks from event 5 weeks from event 4 weeks from event 3 weeks from event 2 weeks from event 1 week from event How to prepare your speaker Tips to make them feel tucked in: Be careful never to sound worried or stressed Channel your inner cheerleader and be encouraging Always validate their feelings Shield them from politics + people Over-communicate 18

19 Success is in the preparation. And practice makes painless. Step 3: Prepare your speaker Why story structure matters One of the many benefits of a story structure is a better, more organized + more successful special appeal. 19

20 Why story structure matters Remember, great stories feature a creative + compelling framework known as the 4 C s. (Now the 6 C s.) Character Connection Conflict Conquest Conclusion Call to Action DOWNLOAD ALERT What story structure matters Building Block #1: Character Your main character should appeal to your audience. The character cannot be controversial or self-important. 20

21 Why story structure matters Building Block #2: Connection Appeal to the audience on human level. People don t like to see others basic needs go unmet, and this prompts generosity. 21

22 Why story structure matters Building Block #3: Conflict Conflict is everything. The bigger the conflict, the more engaged the audience will be in the story + the outcome. Conflict can be external or internal. Why story structure matters Building Block #4: Conquest The audience wants the character to succeed. And they are humbled to be part of the story. Conquest is what makes them feel hopeful. And hope is another emotional trigger for giving. 22

23 Why story structure matters Building Block #5: Conclusion The conclusion reinforces the shared experience of the story. These things happen because of you. And you and I are better for it. 23

24 Why story structure matters Building Block #6: Call to Action The audience wants + needs to know what to do next. The call to action must be simple and doable in that moment. DOWNLOAD ALERT The most successful stories + special appeals follow a disciplined story structure. Be flexible with the details but not the form. Step 3: Prepare your speaker How to help your speaker feel more comfortable making the ask 24

25 How to make asking more comfortable Speakers don t like to make the ask because: They aren t comfortable asking for money They don t know what words to use They are afraid people won t give How to make asking more comfortable Objection: I don t know what words to use. Answer: Very few people do! And that s okay. We ll write those words for you. And believe me, there won t be many. All you need to do is say them out loud. How to make asking more comfortable Objection: I m not comfortable asking for money. Answer: Your job it to tell your story. And once you do, people will want to give. Asking isn t about money. In that moment, it s about making a difference. 25

26 How to make asking more comfortable Objection: I m afraid people won t give. Answer: Funny you should say that. Last year s speaker said the same thing, and you know what, he raised over $100,000. And he felt so proud that night. You will too. Remember, speakers are human beings. They want to feel successful. So put them in best position possible to do just that. That s it for today! And now you re ready to fix your special appeal + raise tons more money. 26

27 Question Type your answer in the Question Box. What s one nugget of learning from today s webinar you d like to put into action this year? It s quick, easy and oh so helpful! Thank you for your feedback. To do: Complete survey Question + Answer Type your question in the Question Box. How can I help? 27

28 Get in touch Say hi. Send a funny. Ask for help. hello@shanondoolittle.com Blog: LinkedIn: 28