Episode 17: How to make your Case for Support a magnet for more money
Charities seem to be different than companies because they don't sell a product, they solicit donations. But in reality they are all businesses selling a product – their cause – and "donations" is just a fancy word for sales. Just like anybody else, in order to meet their "sales" targets, they need a clear, concise and compelling answer to the question "Why should I choose you?"
In this short video, I explain how a well-crafted purpose creates a Case for Support that becomes a magnet for more money. In the example I use in this video, the hospital got 200 times (that is not a typo!) more money from a donor than was originally offered.
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