Print collateral is the baby blanket of the major gift process
The “printing beast” is a well-oiled machine. But when it comes to major gifts, paper does not produce the gift.
You do.
A Case for Support--the letter, brochure or other print piece that describes why the donor should give you his or her money-- is certainly comforting to have in-hand when you head out to make an "ask." It does get everyone on board with similar messaging. And when it’s compelling, it can help move the donor. Compelling. Not expensive.
CASE FOR SUPPORT: Emotion drives major gift decisions
You want your Case for Support to grab the donor. Emotions drive the decision. Facts play a supporting role.
I’ve made successful asks with no written Case for Support. But I had a wonderful story and facts to back it up.
I give each of my client’s Tom Ahern’s book, “Seeing through a Donor’s Eyes.” It’s a great resource that I highly recommend. But even Tom’s last line on the last page of his book about how to write a Case for Suport says, “So take a breath. Don’t let the writing of a case intimidate you. A below-average case in the hands of an above-average peer-to-peer solicitor will still bring in cash.”
Major gifts are about passion and relationships--not about print collateral.
The good news: Passion is all yours!
Comments
Ya, of course, I agree with Victor Milan. Brochure plays an important role in our busines service and product promotion. But, the condition is only that they should appear appealing, attractive and nice so that it can make the potential customers attract to itself. And I have placed one useful link that may be useful other visitors. printing
I think you've dropped some book spoilers there but it would make Tom Ahern’s book more anticipated somehow. It's amazing that despite technology today, printed materials such as brochure printing are still powerful tools to provide information and persuade people.
Hello. I'm quite enjoying your valuable tips - but the prevalence of grammatical mistakes is distracting. I know Tom Ahearn and like his writing a lot. But you are giving his book to (plural) clients. Not client's.
Please pardon the picky comment, but poor grammar takes away from the quality presentation of your site and its content.
Thank you for the opportunity to read your timely information and provide feedback.
Sincerely,
Cynthia St. George, CFRE
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