In this series, the DBD Team is taking a deeper look at some of the axioms we use when working with clients. In today’s blog, Lora explores our idea of “The Blue Flame Case.” To read other axiom blogs, click here.
In our work with nonprofits and churches, we focus on four key areas: leadership, case, prospects and a plan. When those four areas are well-executed, a campaign is much more likely to succeed.
Sara talked about our axiom “Why Trumps What” a few weeks ago. That axiom helps to engage the head and the heart of the donor, telling them not only what you’re doing, but why it’s so important.
The next step is to build urgency into your case and make the donor’s next step crystal clear. We call this the “blue flame case.” If you’ve ever watched a Bunsen burner, you know what happens with a flame as you turn the gas down. The flame becomes floppy and yellow. But if you turn up the gas, the flame straightens and become an intense blue.
How do you get a blue flame case?
TURN UP THE HEAT.
Create urgency by providing a clear answer to the question “why now?” Sometimes that means showing donors why you’ve waited to start until now, preparing your organization to take this step forward. Most likely though, you’re explaining why this project can’t wait. What is at stake if you don’t move forward? What opportunity will be lost if you hesitate? A blue flame case ignites a timely response.
LET THE DONOR BE THE SPARK.
Sometimes we’re so focused on staying positive, on our momentum, that we don’t make room for a donor to picture themselves in the story. Remember, the donor is the hero of a campaign story, not you. Make sure they know you need their help, and show how their gift, no matter what size, is critical to your ability to bring your vision to life.
LIGHT THE WAY FORWARD.
“We need your support” is nice. ”A leadership donation of $XX,XXX will give a battered woman and her frightened children a safe place to sleep” is much more clear about what you need and why you need it.
BURN OFF THE UNNECESSARY.
Sometimes we tend to overwhelm a donor with so many facts and figures that they lose the key message. Support material is good, but keep your focus on the challenge your community is facing, how your organization will address that challenge with this project, and what support you are seeking from the community.
No matter what kind of campaign you’re considering, or even if you’re in the middle of a campaign, take a few moments to consider how you can add a little fuel to the flame of your case, lighting up donors and turning up the heat for your campaign.
