Why it works…

2. Why it works… Audience right Message right… …expressed emotionally …expressed consistently But we are in danger of being SEVERELY compromised

8. Why it works… Audience right Message right… …expressed emotionally …expressed consistently

14. Donald Calne, a neurologist ‘The essential difference between emotion and reason is that emotion leads to action and reason leads to conclusions’

15. Being emotional…Being consistent…

16. 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 charity’s printed material say the same?

19. Being consistent… Finding your Fundraising Proposition… …Tangible’s Four Pillars exercise

20. 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

21. It will therefore say… What you achieve (not ‘what you do’) Who you help Why you’re needed ….in a way that the PUBLIC is interested in NOT a strapline NOT a headline ….it’s a FEELING

22. Vision Enemy Hero Recipient RNLI The proposition has four pillars…

23. An example: RNLI

24. An example: RNLI

25. An example: RNLI

26. An example: RNLI

27. An example: RNLI

28. Enemy Hero Vision

29. Sue Ryder Care Their mission: To be the first choice in both neurological and palliative care Their vision: Care that liberates lives

30. Sue Ryder Care

31. Sue Ryder Care

32. Sue Ryder Care

33. Sue Ryder Care

34. SRC’s 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.

35. Vision - best quality of life Recipient - someone I love Hero - passionate, expert carers

36. Action for Blind People

37. Action for Blind People

38. Action for Blind People

39. Action for Blind People

40. Action for Blind People

41. ? Fundraising proposition If you want a just society, support Action for Blind People now. We’ll use your £100 to give blind and partially sighted people what they’re crying out for - the same chances we all have, to be fully paid up members of our society.

42. Action for Blind People

43. Action for Blind People

44. Action for Blind People

45. Action for Blind People

46. 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.

47. Must-haves Every good proposition should have: Need Solution Now And ideally, it should be unique ‘Every 15 minutessomeone in the UK begins to lose their sight. Today, with your help, we can give them the practical support needed to rebuild theirshattered lives’.

48. Need - red tape, bureaucracy and indifference

49. Solution - support when needed

50. Telephone Fundraising “As I’m sure you’re 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.”