CNS EOY Concept Paper

Pamela Hope

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Rachael Ahrens

This looks good. One thing I noticed right away is the need for specifics. You may still be in the initial discovery stages of determining what specific goals and accomplishments you want to include but I encourage you to really strive for tangible, measurable outcomes. While your end of year campaign probably does help to cover the bulk of your ongoing activities, donors don't find that nearly as interesting as something timely and targeted. What symposiums, advocacy, research projects, or awareness campaigns are notable in 2011? What happened in 2010 that deserves recognition? How will the transition of the Statement of Purpose for Centers of Excellence to a white paper benefit your constituents? What is the Statement of Purpose and why does it exist? Keep in mind that your constituents may be long-time donor who are quite familiar with your work or they may be brand new without much background info. Be sure that your specifics are accessible to all your possible audiences.

Consider including some stats to help make your mission more understandable to your readers. How many children or families are affected by brain injury and how does your organization help them? Incorporating some facts and numbers into your personal story can appeal to both donors who listen with their heads as well as those who listen with their hearts. You want to capture the attention of both those groups.

Hon/Mem are a great additional giving option for your donors, but this should be in addition to your regular giving campaign in case donors just wish to give a regular gift. Consider adding an eCard component to your hon/mem form. Promoting hon/mem donation eCards is a great addition but does require you to create a separate, dedicated donation form. Give yourself some extra time to build this out as you'll need to tackle the additional donation form on your own (and create the donation eCard stationeries). I'm not quite sure what you had in mind for on-line gifts and gift cards. Maybe this is a project you're working on separately?

I really like the range of giving levels that you chose. Starting at $35 is wise. You might want to spend some more time coming up with some specific giving level descriptions. For instance, $250 helps to provide resources for innovative breakthrough workshops...what sort of workshops? How are they innovative? What sorts of resources? You probably know a lot about the workshops but your donors may not. Use language that will be meaningful outside your organization so your donors can really get a feel for what their gift helps to do.

The online auction sounds interesting. Without details, I'm not sure how to offer suggestions, but this sounds like a unique idea. Also, be sure to carve out some real estate on your homepage. If you're promoting online giving in your offline direct mail package, you'll want to make sure your homepage has a big, bold donation area so that those donors who come to your site from the direct mail letter know right where to go (and don't have to click around to find the donation form). One click and they should be there or you risk loosing donors.

Great work! If you'd like clarification, you can post back here or bring your questions to our next service module call.

Danielle Johnson

Great start, you have a lot to tell which is exciting for donors.

On your campaign narrative, keep in mind that donors and prospects scan email and if it's too long they may not scan it at all because they think the amount of information is overwhelming. Pick the 2 or 3 things that are impactful, that will connect emotionally and at the same time share tangible needs.The topics and messages that will grab them in their heart, then their wallet.

For the levels of giving, I suggest giving more concrete examples, "Helps to give hope to families searching for a cure". From the donor perspective that doesn't convey how my money will be used. Today it's all about outcomes and being effective with the donated dollar, so I encourage you to be more specific if you can. Great levels, from the small donor to the leadership donor, you've included options for most.

For promotions, don't forget to put something on your home page and possibly your program page - what pages are most visited, that is where I would promote the EOY campaign.