Tag Archives: fundraising campaigns

The secret ingredient in a great story & how to get my mother’s attention.

Last Friday night I had dinner with a girlfriend. The leaves swirled past the windows, while inside my friend’s home we warmed ourselves with good wine, good food and great conversation. I arrived at 5:30 p.m. and, all of a sudden, it was 10:40 p.m. The conversation was that good. What made it so? We talked about things we both cared about. There is the secret to a good story: make it about something the hearer cares deeply about and you will have their attention.Storytelling and Case for Support

The temptation is to make the stories in our cases for support about the organization and the good work it does. When we do this we miss what a psychologist calls the ‘self-interest’ element. A marketer calls it the ‘what’s in it for me’ factor. We all come to the table with self interest. That is how we are wired as human beings. It’s true whether we are skimming a newspaper, learning that a storm is in the forecast or hearing a story about a remarkable charity. We tune out the things that don’t affect us and tune in to the things that do. Continue reading

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Tips on how to name (frame) your case for support.

What’s in a name? If it is the name of your case for support, there should be a lot in it. It’s a frame and a sign that sits on the most valuable real estate of a document, the cover. And it’s a frame and a sign of your most valuable document, your case for support. You want to use it strategically.nameing / framing your case for support

A sign, like a traffic sign, gives specific information about what to expect: Watch out for falling rocks, and it points to something: This way to Naramata. Like a sign, a name or title of a case should give specific information about what to expect and point the reader to a destination, i.e. their role in helping realize a vision or the promise embedded in a mission.

We can also think about a case title as a frame that puts boundaries and applies focus around specific content. It shows us what to look at. What’s in, what’s out, what’s important. The name of a case for support tells a reader about the content and helps them know what to look at and look for. And like a frame around a work of art, it enhances–decorates–the content.

A case name, then, is specific, direction setting and content enhancing. That sounds clinical. Let’s breathe life into this by trying on a few case titles. Continue reading

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How to make your campaign message work harder.

Election campaigns Screen shot 2013-05-22 at 3.57.58 PMare much like fundraising campaigns. Just over a week ago, British Columbians went to the polls, and I was reminded of the power of the message. For those of you who don’t follow BC politics, six weeks before to the election, the NDP (New Democratic Party) commanded such a significant lead pundits and pollsters said it would be next to impossible for the governing Liberal Party to close the gap. We were expecting an easy NDP majority and an utterly obliterated Liberal Party. The results: a Liberal majority. What happened? Continue reading

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