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Marketing
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Fundraising is one of the most highly competitive activities your organisation will undertake. Not only are you competing with every other charitable cause, you are competing for people's discretionary expenditure - expenditure that they could quite happily spend on anything they like. And to make it even more difficult, you aren't offering anything tangible, so your case has to be pretty powerful.
When you raise funds, you're selling a "warm glow". Fulfilment of a social obligation. A sense of significance. The most tangible thing you have to offer is a tax break, which most donors actually don't care about very much. To get right down to it, you're selling almost nothing.
You can accomplish this tall order by creating a powerful fundraising offer — a call to action that will make donors look beyond the intangibility of what they're buying and happily reach for their credit cards anyway.
The best fundraising offers have these seven elements:
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