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

  • Duration
    90 Minutes
  • Author
    Jeff Brooks
  • Course Level
  • Year Created
  • CFRE Approved
    1.50 Points



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

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“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 nonprofit course 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 fundraising webinar on one of the best strategies to get donors to give, you'll learn how to implement them effectively and in a way that your supporters will get behind immediately!

During This Nonprofit Webinar on Direct Mail Fundraising Calls to Action, 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

You’ll Get These 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).
  4. The Webinar Slides
  5. The Webinar Recording

About Your Topic Expert:

Jeff is specifically qualified to teach this webinar because:

  1. Has been writing fundraising for more than 30 years: direct mail, newsletters, digital, broadcast ...
  2. Has served the nonprofit fundraising community for more than 30 years.
  3. Has raised tens of millions of dollars through direct mail, digital, and broadcast media.
  4. Has worked with large organizations, including CARE, St. Jude Children's Research Hospital, Feeding America, Project HOPE, and Salvation Army – plus many small organizations.
  5. Is the author of 3 books on fundraising, most recently How to Turn Your Words into Money

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.

What Attendees Said about This Nonprofit Training on Fundraising:

“Very helpful, actionable, and practical content. I walked away having several easy to implement changes that will make a difference for our organization right away.”

Joshua Anderson, Providence Academy

“I greatly appreciated the presenter making the topic easy to understand with very specific examples of how we can engage and connect with donors to improve our fundraising.”

Katherine Mastroianni, Science of Mind Archives

“Wonderful examples from "real life," and great opportunities for brainstorming!  Could definitely have expanded this topic into a longer session!”

Jenny Slater, Guardian Angel Medical Service Dogs Inc.

“Liked the case studies. The information was basic (as marketed) but was full of helpful reminders for experienced marketers.”

Jan Dobson, Florida Institute of CPAs

“Training was great!  We feel, we can use this training to go to next step of Donor Fundraising.”

Anna Johnson, Rogue River Watershed Council

“Helpful, concise information and food for thought on how to create effective messaging.”

Jackie Guild, Executive Director, Chesapeake Legal Alliance.

“I left this webinar with a stockpile of ideas and an exciting new approach to asks (and a new set of numbers to crunch too). I am looking forward to putting the "offer" into practice and measuring its success.”

Michelle Soverino, Egan Maritime Institute

“This webinar was great! Jeff speaks in a way that is easy to understand. He broke things down so that a beginner fundraiser could understand, but he does not come off as condescending to an experienced fundraiser. There are a lot of good examples as well. It was extremely helpful.”

Olivia Moran, American Society for Surgery of the Hand

“Practical advice from someone who knows how to do it. 90 minutes that will change your success in fundraising.”

Gary Conner, White Pony Express

“This was a fantastic webinar! Mr. Brooks is very knowledgeable and presents the information in a way that is very easy to follow and digest. Looking forward to putting the things I learned to work for our organization!”

Michelle Chavarin, Soldiers´ Angels

“This webinar was very engaging and thought-provoking.  We will definitely use this information going forward.”

Barbara Goliday, Joe´s Movement Emporium

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