The Smarter Ask​

How to Use Branded Storytelling ​to Boost Giving Campaigns Lyn Wineman and Ryan Strawhecker

Transcript

1. How to Use Branded Storytelling to Boost Giving Campaigns The Smarter Ask Lyn Wineman & Ryan Strawhecker PRESENTED BY
2. 2 Lyn Wineman President & Chief Strategist Ryan Strawhecker CEO & Principal
3. 3 Smarter Ask Toolkit
4. 4 What are we up against?
5. 5 2025 Fundraising Survey
6. 6 Capacity Is The Real Constraint • Limited staff capacity is the #1 barrier to fundraising success • Donor fatigue and competition are increasing • 81% say finding new donors is a top challenge • Results vary widely—not because of effort, but execution It’s not about willingness—it’s about having the capacity to execute effectively.
7. 7 The Playbook for Successful Campaigns 1 Plan earlier and stay consistent 2 Use a focused, multi-channel approach 3 Lead with clarity and connection
8. 8 Focus on Moving the Needle MAXIMIZE WHAT YOU HAVE Re-engage past donors first EXPAND YOUR REACH Invest in finding new donors BREAK THROUGH THE NOISE Stand out with clear messaging and storytelling
9. 9 Elevated Giving Through Storytelling BraveBe CASE STUDY
10. 10 BRAVEBE
11. 11 BRAVEBE
12. 12 BRAVEBE
13. 13 BRAVEBE 32 New Donors Acquired 2x Previous Year Donations $598 Average Donation
14. 33% Consistent branding can increase revenue by up to Source: Lucidpress
15. Reports indicate marketing efficiency gains of up to 30% and incremental top-line growth of up to 10% without increasing the marketing budget. Source: McKinsey
16. 16 Branded Campaign Planner
17. 17 Campaign Objective Be specific: e.g. “Raise $10K to fund 50 art kits for under-resourced teens by Oct. 31” Unique Impact (Why You) One-sentence hook: what sets your nonprofit apart Audience Segments e.g. major donors, youth participants, parents Why Give to YOU? For each audience: what drives their giving Campaign Theme Ideas Brainstorm 5 taglines/concepts tying impact + motivation 1 2 3 4 5 Branded Campaign Planner
18. 18 Campaign Objective Be specific: e.g. “Raise $10K to fund 50 art kits for under-resourced teens by Oct. 31” Raise $100,000 by January 31, 2025 (2x 2023) Increase the number of new donors who give to the campaign Branded Campaign Planner
19. 19 Unique Impact (Why You) One-sentence hook: what sets your nonprofit apart The only nonprofit organization providing a safe, child-friendly location for conducting forensic interviews and medical evaluations for abused and neglected kids in their region. We help kids and families speak their truth! Branded Campaign Planner
20. 20 Branded Campaign Planner Audience Segments e.g. major donors, youth participants, parents Why Give to YOU? Directly across from each audience: their core motivation to give to you Large Capital Campaign Donors Loyal Long-term Donors New Donors
21. 21 Audience Segments e.g. major donors, youth participants, parents Why Give to YOU? Directly across from each audience: their core motivation to give to you Large Capital Campaign Donors Continuing excitement from capital campaign Loyal Long-term Donors Believers in supporting kids who have been abused and neglected New Donors Emerging leaders and young professionals who support this cause Branded Campaign Planner
22. 22 Campaign Theme Ideas Brainstorm 5 taglines/concepts tying impact + motivation • Capture emotional quotes or notes that have been written on the stairwell wall by graduates • Use #TruthSpeaks and lean into impactful facts about child abuse and neglect • Have real people tell their stories/speak their truth about the work of BraveBe Branded Campaign Planner
23. 23 BRAVEBE
24. 24 BRAVEBE
25. 25 BRAVEBE 32 New Donors Acquired 2x Previous Year Donations $598 Average Donation
26. 7-17 Effective message frequency:
27. 27 The Branded Campaign Planner helped us move from last-minute posts and emails to a more intentional, focused campaign that delivered stronger results.” Samantha Livermore Voices for Children in Nebraska
28. 28 Activate Your Campaign
29. 29 What will your mini-campaign fund? Healthcare Education Faith-Based Community Emerging
30. 30 Foundational Planning • Identify champions • Clarify the “why” • Connect to the annual strategy • Define the need • Prepare campaign elements
31. 31 Board Engagement • Promote to personal and professional networks • Provide sample "sharing calendar" • Publicly share (and celebrate) successes • Seek out opportunities to share
32. 32 Gift Pyramid Sample Gift Range Number of Gifts Dollars Raised Total Gifts Total Raised Lead Gifts $15,000 1 $15,000 1 $15,000 $10,000 1 $10,000 2 $25,000 Pacesetter Gifts $5,000 4 $20,000 6 $45,000 $2,500 4 $10,000 10 $55,000 Major Gifts $1,000 6 $6,000 16 $61,000 $500 15 $7,500 31 $68,500 Community Gifts Less than $500 Many $6,500 Many $75,000
33. 33 Gift Pyramid Sample Gift Range Number of Gifts Dollars Raised Total Gifts Total Raised Lead Gifts $10,000 1 $10,000 1 $10,000 Pacesetter Gifts $7,500 1 $7,500 2 $17,500 $5,000 4 $20,000 7 $37,500 Major Gifts $2,500 8 $20,000 15 $57,500 $1,000 15 $15,000 30 $72,500 Community Gifts Less than $500 Many $2,500 Many $75,000
34. 34 Secure Challenge Gifts Secure written and video testimonials Request early feedback Set a challenge gift fundraising goal
35. 35 Project Scope Set Goal and Timeline BUDGET FOR: • Digital ads • Printing and postage • Peer-to-peer software
36. 36 Equip and Inspire Volunteers • Provide social media and email copy • Share graphics and website • Consider a text-to-give option • Refresh throughout • Be available for questions/clarifications
37. 37 Pro tips Include a gift pyramid Secure early challenge donors Routinely share promotional verbiage Share actual photos of people engaging with you Make giving easy 1 4 2 3 5
38. 38 Celebrating Impact and Progress • Thank early, often and publicly • Express gratitude with social media • Provide multiple updates • Remind audiences of how the funds will be used
39. 39 The Smarter Ask Framework for Success o Commit to a 100-day planning runway o Create a compelling, branded campaign theme o Map your 7–17 intentional donor touchpoints o Build a fundraising goal and gift chart o Align and activate your board o Engage early champions to build momentum
40. 40 What would you need to make your campaign happen?
41. 41 AUCTRIA provides a selection of highly customizable event website templates. You can truly apply your branding with visual tools! See how others are customizing events.auctria.com
42. 42 Stay in Touch with Laurie and Auctria @auctria Email us: hello@auctria.com • Facebook • LinkedIn • Instagram
43. 43 KidGlov #531& Strawhecker #537 VISIT OUR BOOTHS The Smarter Ask Toolkit
44. 44 Cohesive branded storytelling turns your ask into an experience donors want to join.