WHAT IS A GOOD OFFER?
It’s a statement that conveys the specific service, benefit or action that will be achieved for a specific dollar given. In other words, for a gift of $X, we will be able to do Y. It looks something like this:
Donor Contribution + Organizational Ministry = Beneficiary Helped
The “offer” is one of the most important elements in any fund development strategy.
WHAT MAKES A GOOD OFFER?
There are several factors that contribute to a well-developed offer:
It meets a basic human need – Jesus told us to give (food, clothing, water, housing, medical care, the gospel).
It’s related directly to the primary mission of the organization.
It’s simple and specific – you can picture it in your mind. The more explaining you have to do to present the offer, the less effective it will be.
It has a clear and quantifiable value exchange so the donor knows what their gift will accomplish.
It’s believable – something you can prove works to meet the immediate need and have a lasting impact (perhaps solving a problem permanently).
It has urgency – there’s a limited window of opportunity (time) to meet the need.
It states how it will make the beneficiary’s life better – it’s deserving
It’s something the donor has responded to in the past or would want to give to – something that makes the donor feel good about giving.
It’s a good bargain or investment. If a matching gift can be incorporated as part of the offer, it’s even more effective.
QUESTIONS TO HELP DEVELOP THE OFFER
What’s the problem or opportunity?
How are we going to solve it?
What are the consequences of not acting?
How can you be involved?
HOW TO DEVELOP A GOOD OFFER
1. Provide a clear statement of the “offer.”
2. Speak to the interests of your audience — not your board, your staff, or yourself. Ask yourself these questions:
3. Support your ask with valuable, pertinent facts and figures.
4. Make your ask and build your case using a personal approach.
5. Identify tangible “dollar handles” — specific gift amounts and what they will accomplish.
General rules of thumb for good resources to support your Offer:
Never forget: The better the resource, the more compelling your appeal!
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