1. Start With "Why"
Your organization must communicate the core belief/cause of
the organization immediately. The
success of your capital campaign hinges on attracting people who support your organizations
fundamental belief. Only when belief is established, are you able to communicate how your organization is
supporting that belief and what the capital campaign offers the organization/cause.
Statement examples:
Good:
Our organization believes that every child should be given
the opportunity to play sports regardless of economic barriers. We aim to
remove economic barriers so all children can participate in sport. Through the
efforts of advocates like you, we will ensure all children can play!
Bad:
Your donation to our organization will provide children more
access to sport. Our organization provides funding to remove economic barriers
so children can play sports. Donate today!
2. Images Speak Louder Than Words
Emotion is the number one driver of action. It’s imperative
that your leave-behind creates an emotional connection and pulls at the
heart-strings of your audience. Images and video are a better driver of action
than words. Invest in great creative and
make sure it’s compelling. Don’t allow your leave-behind to get bogged down by
too much content. Ensure your copy is concise, to the point and powerful!
3. Include Impact Statements
Your leave-behind must demonstrate the impact of specific
donation dollar amounts. In other words, you must answer the question “If I
give this much, what is accomplished?” This will help the donor understand the
tangible impact they are making and alleviate any concerns that their donation
money could be wasted.
4. Motivate Your Audience To Be Advocates As Opposed To Donors
The most valuable type of donor is an “advocate”. An
advocate goes far beyond simply cutting a one-time donation cheque. These are
individuals who feel like they are a part of your cause and become heavily
involved in your organization’s mission. These individuals wear your brand on
their sleeve and preach to their network about the great work your organization
does.
Ensure you keep these individuals engaged throughout the
capital campaign. Identify how else they can get involved aside from just
donating.
5. Give Back To The Donor
By offering donors a gift/product in return for their
donation, you are able to tap into the 99% of consumer spending that is directed
to consumer goods and services as opposed to focusing on the 1% spent on
philanthropy. Offer donors something they can be proud of. The product/gift
should build buzz and get the donor talking to their network.
Example: Save the Wino
These “wino bags” raise awareness against the ivory trade by
supporting rhino conservation with Ol Pejeta Conservancy. All proceeds from
this product funnel back into this organization’s cause.