The document discusses the key components of an effective fundraising offer: specificity, cost, impact, and urgency. It states that a successful offer (1) specifies an action or item for the donor to pay for, (2) names a cost that is appropriate for the donor, (3) emphasizes the impact and value created through the donor's gift, and (4) provides a sense of urgency for responding. The offer should motivate donors by presenting a clear call to action, highlighting what their donation can accomplish, and explaining why giving now is better than waiting. Common ineffective offers that lack these elements are also examined.
15. Specificity:
15
An action or item that the donor pays for
Not a concept or abstraction
“Photographable”
If you can’t take a picture of
what you want the donor to
pay for, you don’t have a
fundraising offer.
20. Cost:
20
Price tag
Specific amount “purchases” something
specific
Right amount for donor: The Goldilocks
Amount – “Just right”
Ask a $50
donor for $50!