Matt Honeycutt, Chief Development Officer, Food Bank For New York City, and Tracey Palmer, Principal/Writer/Editor, Palmer Communications
You must persuade your donors to take action on your appeal or proposal. But how? Learn the essential skills you need to determine donor interests, craft compelling messages and produce persuasive fundraising pieces that motivate your donors and prospects. The art of asking isn't anything new-just ask Aristotle (yes, that Aristotle, the philosopher). In this session, we will revisit the ancient Greeks (plus Mr. Spock), pick out the pieces to persuasion and the formulas for influencing others, and create a foundation for the writing that lies ahead.
12:00–12:30
Stretch Break
12:30 - 1:45
Introduction to Writing Groups, Coaches, and Peer Review Groups
Strong fundraising pieces tell stories that are relatable, appealing and motivating. Learn the steps to ensure your writing is compelling and clear. Based upon selected case studies, you will receive a writing assignment for your chosen audience.
This session will include time for small group peer review of a completed piece of writing that you submit in advance of the conference. Bring your red pencils and be ready to share and receive feedback with peers!
Writing for Annual Giving
David Jones, Executive Director for Annual Giving and Constituent Development, University of Georgia, and Gina Fiorillo, Senior Director, Annual Giving , Rutgers, The State University of New Jersey
Writing for Major Gifts
Jennifer Beck, Senior Associate Director of Executive Communications, Alumni Relations and Development, Northwestern University, and Robin Warde,Director of Alumni and Parent Engagement, Bryant University
General Development Writing
Jennifer Bowie, Chief of Staff for University Advancement, Ohio University, and Matt Roberts,Senior Director, Corporate & Foundation Relations, Ohio University
1:45-2:00
Stretch Break
2:00 – 2:30
Consider your Audience & Using Evidence
Heath Elliott, Associate Dean for Development and Alumni Relations, Johns Hopkins Bloomberg School of Public Health
In this session, you’ll explore key strategies to apply to your persuasive writing. First: Who’s your audience? Whether writing for an audience of one or ten thousand, you’ll explore new ways to think about the people on the receiving end of your writing and how you can meet them where they are. Second: How do I show rather than tell? Meet your audience with evidence and move beyond the trap of meaningless generalized institutional jargon.
2:30 – 2:45
Stretch Break
2:45 – 3:30
Active Writing Assignment Session
Writing for Annual Giving
Writing for Major Gifts
General Development Writing
3:30 – 4:00
Peer Review First Writing Assignment
Second Writing Assignment will be given at the close of day one.
4:00
Conference Adjourns for the Day
NOTE: Second Writing Assignment will be due by 3 p.m. on Wednesday, Nov. 10.
Faculty Review session will be scheduled for Wednesday evening.
11:00–11:15 AM
Welcome back for Day 2
11:15 AM–12:00 PM
Writing Assignments Feedback and Discussion
Review Tuesday’s writing assignment and receive feedback. Faculty will present an overview of solutions and best practices. Get feedback on your individual work and improve your writing techniques. You will continue writing exercises to fine-tune skills that will improve your final product whether it's a story, appeal letter, or proposal.
12:00–12:30 PM
Review and Regroup
12:30–1:00
Stretch Break
1:00–1:45
Writing for Digital Media
Elizabeth Keppel, Director of Strategic Priorities, Annual Giving, The Johns Hopkins University
It’s not just other nonprofits or institutions you’re competing with online--the copy you create is up against social posts, 40% clothing discounts, news headlines, and of course, cat memes. Learn to craft copy that cuts through the clutter and reframes your message for different channels and audience segments. Decode performance metrics and dig into how email, social, landing pages, and yes, even print can work in harmony to bring your organization’s voice above the chatter.
1:45–2:00
Stretch Break
2:00–2:45
Writing Inclusively, Inviting Many Readers!
Jennifer Bowie, Chief of Staff for University Advancement, Ohio University; Gina Fiorillo,Senior Director, Annual Giving , Rutgers, The State University of New Jersey; and Elizabeth Keppel,Director of Strategic Priorities, Annual Giving, The Johns Hopkins University
2:45–3:00
Stretch Break
3:00–3:45
Challenging Communications in Difficult Times
Tamara Michel Josserand, Vice President for University Advancement, University of Redlands, and Tony Truong, Assistant Vice President for Advancement, University of Redlands
During times of uncertainty, or a crisis, what is the best way to communicate with our constituents? How can we effectively continue to engage them? How can we effectively engage social media? How do we manage challenging conversations with various groups while keeping focus on our mission and impact? How do we manage the intricacies and inherent pitfalls of social media? We will discuss some of the many lessons learned from confronting multiple crises over the last year.
