How To Create Winning Fundraising Calls to Action That Motivate Donors To Give (Online and Off-Line)

Tuesday, February 12, 2019 - 1:00pm to 2:30pm
Organization Name: 
“Offer” -- or call to action -- is the single most important factor in successful fundraising. If your offer is weak, your fundraising won’t thrive no matter how well you do everything else.  A great offer can turn around a struggling fundraising program -- or launch a career!
This session will show you the proven and surprisingly simple steps to turning your cause into offers that donors will love.  Topic expert Jeff Brooks has been creating and improving offers for small, medium, and gigantic nonprofit organizations. He’s seen it all -- from offers that immediately fizzled to offers that rocketed organizations to new levels of funding. Jeff’s fundraising offer formula is based on hundreds of head-to-head tests that have fine-tuned what works and what doesn’t.
During This Live Interactive Webinar You Will Learn:
Step 1: Specificity: what you’re asking the donor to do
  • The Action Principle of fundraising

  • Abstract offers:  why they don’t work and how to make it specific

Step 2: Cost: How much you’re asking the donor to give

  • How to turn complex programs into simple solutions

  • How to ask the right amount for every donor, no matter their giving level

Step 3: Impact: How to help the donor be thrilled to give

  • The art of the (charitable) deal

  • The “first step” principle

  • Leverage: the magic ingredient that always improves results

Step 4: Urgency: Why the donor should give now, not later

  • Situational urgency

  • Time urgency

  • Scarcity

  • When “too urgent” can kill fundraising

Step 5: Putting it all together: make-or-break X-factors for offers

  • Brand

  • Emotion

  • Relevance

  • Simplicity

Examples of great and not-so-great offers from the real world

  • Stealing smart vs reinventing the wheel

  • The importance of a good defense

Bonus Materials

  1. Offer report card -- handy self-diagnostic

  2. Insider “Cheat Sheet” on how to make your offers unrestricted (accountant approved!)

  3. Free follow-up consultation with Jeff on your offer(s).


About Your Topic Expert:

Jeff Brooks has served the nonprofit community for more than 25 years, working as a writer and creative director on behalf of large and small nonprofits, including CARE, St. Jude Children's Research Hospital, Dana-Farber Cancer Institute, World Vision, Feeding America, Project HOPE, and dozens of urban rescue missions and Salvation Army divisions.  He has planned and executed hundreds of campaigns in direct mail, print, radio, the internet, and other media that have motivated millions of donors to help make the world a better place.  

He blogs at, and is the author of three books: The Fundraiser's Guide to Irresistible Communications, The Money-Raising Nonprofit Brand, and How to Turn Your Words into Money. He lives in Seattle.

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