“Fundraising isn’t about asking for money; it’s about providing opportunities
for people to solve a problem and make a difference.”
Hayley Bryce – Giving Day Gurus
For our inaugral Forumm Academy webinar, our Co-founder Dave is joined by Hayley from Giving Day Gurus; an experienced fundraising and communications expert who has worked with major institutions like the University of Sydney and London Business School.
With over a decade in the field, she knows what it takes to create compelling cases for support that grab attention and inspire action.
If you’ve ever struggled with crafting the right message or connecting with your audience, you’re in the right place! Let’s dive into some key takeaways to help you refine your approach and boost your fundraising success.
Creating Compelling Cases for Support:
A compelling case for support serves as the foundation of all fundraising communications. This case should be universal yet flexible enough to cater to different audiences, such as alumni, donors, and parents.
Balancing Universal Appeal and Tailored Messaging:
While a case for support needs to have broad appeal, it’s important to tailor specific asks to different groups. Haley advises creating foundational key messages that can be adapted for specific fundraising campaigns.
Preparing the Community for a Fundraising Ask:
Before making a direct fundraising ask, it’s essential to prepare and educate the audience about the organisation’s goals and needs. This involves drip-feeding key messages and impact stories through various communication channels.
The Importance of Authentic Storytelling:
Authentic storytelling is valuable in fundraising, using real people, quotes, and impact stories to create emotional connections with potential donors. This includes balancing emotional and rational appeals to resonate with different types of donors.
Visual and Emotional Appeal:
The case study of the University of York’s fundraising campaign highlights the effectiveness of using real images, statistics, and strong, confident language to engage the audience. Visual elements, like photos and pull quotes, help make the messaging personal and relatable.
Donor and Recipient Stories:
Featuring stories from both donors and recipients can make a significant impact. These stories create empathy, highlight the direct effects of contributions, and inspire others to give, as seen in the donor-recipient video example.
Engaging Donors and Asking for Feedback:
Throughout the process, it’s crucial to engage donors, invite their feedback, and make them feel like part of the journey. This two-way conversation helps build trust and commitment, increasing the likelihood of donations.
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We hope this session has provided you with valuable insights into building compelling cases for support. Remember, it’s all about making authentic connections and communicating your mission effectively. Thank you for taking the time to join us, and we hope to see your fundraising efforts thrive!
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