Recently I was asked to create some tent cards for our monthly donor "Sponsor-a-Camper" program. These cards will be displayed on tables at our upcoming Crystal Ball Gala. They will stand upright with the outside face enticing the guests to "sponsor a camper" with the inside being a response device.
The Gala is an insanely busy affair with multiple silent auctions, raffles, live auctions, entertainment and much, much more! Previous years efforts to obtain monthly donors at this event have not been successful. When I looked at the previous tent cards used to promote the program, I discovered a text heavy, black and white card.. with a small picture in the top corner.
Hardly an attention getter in a busy, chaotic, event.
What on earth will entice busy event guests to pay attention to these "cards" on their table? More imporantly, what will inspire them to read, and fill out the response device and care enough to become a monthly supporter?
Back to Basics: School
The first thing I thought of was "more picture, less words". One of the statistics I remember best from "fundraising marketing" is that readers typically see/absorb 1 in 8 words. I knew I had to use few words and make those words tremendously impactful.
Next - faces, eyes and names. People want... need to identify with the story and the person (where you're supporting people) and to do that - you need to let them connect with that individuals face and give them a name where ever possible.
Finally - INSPIRE people... make them feel that emotion - whatever that emotion may be. Use words that allow people to ride their emotions from start to finish so that they understand the true value of that monthly gift.
Back to Basics: Mission, Vision, Values
With this in mind, I began to think and ask questions of our programming people. I was so focused on personalizing the children and youth with disAbilities who rely upon Reach For The Rainbow, that I wasn't thinking about what it is we do. So initially, I wanted to tell the kids stories: "Hi I'm johnny, I love chocolate ice-cream and want to be an astronaut" etc. etc..
That had some cute potential - but it didn't speak to what Reach For The Rainbow does or what impact it has on the kids. And so it nagged me for a couple days more - until - in the midst of moving (literally while carrying boxes into my new place), it came to me. Yes it must be personal, but our mission/values speak very clearly to ABILITY:
We are committed to promoting an environment where children with disabilities can mature with their peers; one which encourages awareness and compassion and allows people with disabilities to discover their full potential. Our commitment is to belonging; to ability, not disability; to inclusion, not segregation.
And so - the way forward became clear. I wanted 10 tent cards - each with a different child on each side (with response device on the inside). 20 kids, with 20 stories of wonderful, hopeful, child-like, fun, remarkable abilities... Abilities they discover and grow while attending our programs. Abilities, they will be UNable to discover and grow with the support of our donors.
And so my fun and hopefully impactful tent-cards were born. One side sample below:
I'll update you all on the success (or lackthereof) once the results are in. In the mean time, if you'd like to download all 20 of them - feel free to click here
One final note... while I worked out the copy and layout (with some brainstorming assistance from my colleague Jennifer), the design work that made it all pretty was donated by the fine folks at Sutton Integrated - thank you to everyone at Sutton!
So if you're looking to make a fantastic holiday gift this season - feel free to download the tent cards and response card and email me at LPringle@ReachForTheRainbow.ca and I will be more than happy to add you the many new monthly donors who support the tremendous and remarkable children and youth with disAbilities who receive assistance from Reach for the Rainbow's programs!
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