1. Fundraising and Sponsor Development: Pitching ARD Mary-Jane Atwater Atwater Communications

2. ARD September 14, 2003 Atwater Communications 2 What We’ll Cover Fundraising and sponsor development: the marketing approach What to do before you write or call Fundraising letters: dos and don’ts Retaining and motivating sponsors and volunteers

3. ARD September 14, 2003 Atwater Communications 3 How to Get Results Know why you are approaching a prospect Know why they might be interested or care Know what benefits the prospect will receive if he/she responds  This is the Marketing Plan

4. ARD September 14, 2003 Atwater Communications 4 Your Job #1 Grab attention #2 Communicate #3 Persuade AIDA: Attention, Interest, Desire, Action

5. ARD September 14, 2003 Atwater Communications 5 5 Principles of Fundraising Letters 1. Donors need ample information to be persuaded to send gifts 2. Donors are skeptical 3. Human interest sells 4. If there’s a way to be misunderstood, donors will find it 5. Letter format influences understanding

6. ARD September 14, 2003 Atwater Communications 6 Getting Ready to Write Assemble all previous brochures, letters, press kits, market research, reports, etc. Develop your marketing plan 1. Why are you writing? 2. Whom you are writing to? 3. What do you want them to do? 4. What circumstances prompt you to write? 5. Who will sign the appeal? 6. What benefits will donors get if they respond? 7. Why should the reader respond now?

7. ARD September 14, 2003 Atwater Communications 7 For More on This Presentation Contact Mary-Jane Atwater to see this complete presentation or to talk about having Mary-Jane come speak to your staff or colleagues: 703-683-4213