Why Should I Give to You?
In this 6-session course, you will develop, contextualize, and optimize your nonprofit value proposition. Time: 4.5 hours
What to Expect in the Course
Why Should I Give to You? | Certification Course
Your value proposition is the backbone of your fundraising. And contrary to what you may think, a strong value proposition is not simply just your mission or vision statement.
A strong value proposition clearly articulates to your donors exactly why they should give to your organization rather than another like it, or at all.
This 6-session course will cover every aspect of crafting an effective value proposition including:
- Shifting your perspective of donor "funnels" to actually address your donor's concerns
- The 4 elements of an effective value proposition
- How to contextualize your message for the right people at the right time
- And more
During the course, you’ll discover tested and proven tactics that innovative nonprofits are using every day to align their messaging with motivations of their donors and unleash greater giving.
Course Syllabus
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1
Introduction to the Value Proposition
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What to Expect in This Lesson
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Session 1.1 - Introduction to the Value Proposition
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Session 1.2 - The Donor Mountain
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Session 1.3 - What is the Value Proposition?
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Let's Review...
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2
The 4 Elements of a Value Proposition
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What to Expect in This Lesson
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Session 2.1 - The 4 Elements of a Value Proposition
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Session 2.2 - Evaluating a Value Proposition
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Let's Review...
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Additional Resources
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3
Developing Your Primary Value Proposition
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What to Expect in This Lesson
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Session 3.1 - Your Primary Value Proposition
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Session 3.2 - Defining the Problem
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Session 3.3 - Generating Claims of Value
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Session 3.4 - Scoring Your Value Claims
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Session 3.5 - Crafting a Value Proposition Survey
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Session 3.6 - Distributing Your Survey & A/B Testing
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Let's Review...
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Additional Resources
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4
Contextualizing Your Value Proposition
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What to Expect in This Lesson
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Session 4.1 - Contextualizing Your Value Proposition
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Session 4.2 – Contextualizing for Your Audience
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Session 4.3 – Contextualizing for Your Goal
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Session 4.4 – Saying Yes at Each Step
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Session 4.5 – Putting It All Together
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Let's Review...
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Additional Resources
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5
Optimizing Your Value Proposition
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What to Expect in This Lesson
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Session 5.1 – Optimizing Your Value Proposition
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Session 5.2 – Common Experiment #1: Nothing to Something
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Session 5.3 – Common Experiment #2: Use Text, Not a Video
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Session 5.4 – Common Experiment #3: Email Like a Human
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Session 5.5 – Common Experiment #4: Give People Reasons to Sign Up
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Session 5.6 – Advanced Tactic #1: Communal Language
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Session 5.7 – Advanced Tactic #2: Personalization
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Session 5.8 – Advanced Tactic #3: “The Donor Downgrade”
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Let's Review...
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Additional Resources
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6
Wrap Up
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What to Expect in This Lesson
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Session 6.1 - Wrap Up & Review
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Exam
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