Why it works

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Why it works

• Audience right
• Message right
• expressed emotionally
• expressed consistently

But we are in danger of being SEVERELY compromised
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Why it works

• Audience right
• Message right
• expressed emotionally
• expressed consistently

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The essential difference between emotion and
reason is that emotion leads to action and reason
leads to conclusions

• Donald Calne, a neurologist

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Being emotionalBeing consistent
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Ask yourself three things.

• You are at a party and someone says Why should I
  support your charity? What do you say?
• Would ALL your colleagues say the same thing?
• Does all your charitys printed material say the
  same?

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Being consistent

• Finding your Fundraising Proposition
• Tangibles Four Pillars exercise

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Must-haves

• A good proposition answers the question, Why
  should I support your charity with 100 now?
• It should have
• Need
• Solution
• Now
• And ideally, it should be unique

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It will therefore say

• What you achieve (not what you do)
• Who you help
• Why youre needed
• .in a way that the PUBLIC is interested in

NOT a strapline NOT a headline .its a FEELING
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The proposition has four pillars

• RNLI

• Vision
• Enemy
• Hero
• Recipient

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An example RNLI
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An example RNLI
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An example RNLI
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An example RNLI
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An example RNLI
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Sue Ryder Care

• Their mission To be the first choice in both
• neurological and palliative care
• Their vision Care that liberates lives

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Sue Ryder Care
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Sue Ryder Care
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Sue Ryder Care
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Sue Ryder Care
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SRCs fundraising proposition

• When someone you love is seriously ill, our
  passionate, expert carers will help them enjoy
  the best life they can, in the time they have.

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Action for Blind People
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Action for Blind People
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Action for Blind People
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Action for Blind People
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Action for Blind People
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Fundraising proposition
?

• If you want a just society, support Action for
• Blind People now. Well use your 100 to give
  blind and partially sighted people what theyre
  crying out for - the same chances we all have, to
  be fully paid up members of our society.

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Action for Blind People
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Action for Blind People
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Action for Blind People
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Action for Blind People
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Fundraising proposition

• Every 15 minutes someone in the UK begins to lose
  their sight. Today, with your help, we can give
  them the practical support needed to rebuild
  their shattered lives.

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Must-haves

• Every good proposition should have
• Need
• Solution
• Now
• And ideally, it should be unique

Every 15 minutes someone in the UK begins to
lose their sight. Today, with your help, we can
give them the practical support needed to rebuild
their shattered lives.
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Solution - support when needed
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Telephone Fundraising

• As Im sure youre aware, sight loss is
  something that can develop in anyone. Often it is
  something that can be simply corrected by wearing
  glasses or contact lenses. But sadly we estimate
  there are nearly two million people in the UK who
  have a visual impairment - that is, a sight
  problem which cannot be corrected by wearing
  glasses or contact lenses, or even by eye
  surgery.
• Visual impairment can often develop unexpectedly
  later in life, which as you can imagine leaves
  people feeling lost and confused.

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Telephone Fundraising

• We exist as a charity to provide support for
  visually impaired people of any age. For example
• We provide practical and personalised help to
  visually impaired adults looking for work. We
  help develop confidence and new skills that
  employers value through our Workstep programme.
  Well also give guidance to the employers
  themselves, encouraging them to make simple
  changes that cater for the visually impaired.

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Why it works

• Audience right
• Message right
• expressed emotionally
• expressed consistently