In the world of fundraising, the key to unlocking generous contributions lies in one simple question: What’s your offer?
Why should someone part with their hard-earned money to support your cause? The answer to this question is your offer – the benefit your prospective donors receive in exchange for their contribution. And let’s be clear: without a perceived benefit, why would anyone give?
The Art of Crafting a Compelling Offer
Your offer is more than just a pitch; it’s a crucial part of the exchange between your organization and your donors. It’s similar to any voluntary transaction you’d make in the marketplace. In fundraising, your offer promises a solution to a problem that resonates deeply with your donor.
Let’s consider some examples:
- “You and I can feed a hungry child for $2.45 a day. For $24.50, we can feed 10 hungry children. And for $245, we can feed 10 hungry children for 10 days.”
- “A generous contribution of $1,000 will enable me to buy critically important radio advertisements to help us get our message out to key groups of undecided voters.”
- “Together with the support of tens of thousands of generous contributors just like you, your monthly gift of $100 will truly help us find a cure for cancer.”
- “Your generous contribution of $3,500 provides a scholarship to one of our best summer internship candidates, allowing them to gain valuable experience and leadership skills they otherwise wouldn’t receive. These are the leaders of tomorrow.”
Each of these offers does more than just ask for money; it articulates the benefit to the donor, whether it’s feeding children, influencing voters, curing cancer, or developing future leaders.
But the benefit isn’t always tangible. It could be the emotional satisfaction of knowing they’ve helped feed starving children, the alignment with their moral or societal values, or the recognition that comes with membership in a special society.
The Importance of a Well-Crafted Offer
As a passionate believer in your cause, you know how critical your mission is. But your donors have busy lives, with countless priorities competing for their attention and resources. To persuade them to invest in your vision for change, your offer must clearly answer: What’s in it for them?
Lets talk about how to take your BHAG – your Big, Hairy, Audacious Goal – into the donor marketplace. These are the first two critical steps:
- What is the Problem You’re Working to Solve?
- What is Your Proposed Solution to that Problem?
Now, it’s time for the third step: Crafting the Right Offer. What are you asking your prospective donors to do, and how will they benefit from doing it?
Real-World Example: A $1 Billion Offer
A recent example of a compelling offer comes from the incredible story of Ruth Gottesman, a 93-year-old widow who committed $1 billion for student scholarships at Albert Einstein College of Medicine. Her offer? To cover all future tuition for students at the medical school, ensuring that new doctors can start their careers without the burden of debt.
But what fueled her desire to make such a significant gift? It wasn’t just the amount of money – it was the solution her gift provided to a problem she cared deeply about. The offer was clear, powerful, and aligned with her values.
