You see yourself in the PLOT LINE of a great movie. That’s why you remember the lines. That’s why it sucks you in. Great fundraising does the EXACT same thing.

Great fundraising does the following within 5 seconds or less:

✅ The reader immediately understands the PROBLEM

✅ The reader is presented with the perfect SOLUTION

✅ The reader is given a price point - what would it COST to provide the perfect solution?

✅ The reader knows they must give NOW to make that impact

These 4 variables were defined and explained to me by Steven Screen at the Better Fundraising Co. Here’s how he would summarize the above: problem, solution, price point, and deadline.

❗ You can’t stop reading yet.

I have to tell you one other thing.

When you choose your problem: it must be DONOR-SIZED.

Your problem must have a donor-sized hole.

(Just talking about donor-sized holes makes me think of donut holes every time. 🍩🙄)

You must ask your donor to help ONE starving child in Africa. Please, don’t ask them to solve the ENTIRE childhood hunger crisis in Africa. The donor can’t see themself in that plot.

This soft formula is effective for ALL forms of direct-response fundraising. Email, direct mail, social media, and SMS text. I’d also argue your EVENT is a form of “direct response.”

These 4 elements are magic because you've done the selfless work of taking a global, complex, massive issue... And you've simplified it. Like a fabulous movie... You grabbed your donor's hand. Walked her through the plot line. And showed her how she could bring about a "happily ever after."