Fundraising Wisdom #7 - Jeopardy

Hello everyone,

Today's wisdom comes from fundraising living legend, Lyndall Stein.

She set up the UK fundraising operation for the African National Congress when Nelson Mandela was still in prison. She then went on to work for the Terrence Higgins Trust when HIV and AIDS were still beyond treatment before moving on to The Big Issue Foundation.

Lyndall was a big believer in the power of jeopardy in fundraising communications.

"The three Components of great fundraising:

1. A compelling front with Jeopardy and a clear illustration of the problem

2. A Thoughtful explanation of the solution

3. Ongoing communication to reinforce the jeopardy and the solution"

We want to communicate the need to our supporters. Maybe we should also think about what the jeopardy is we're working to prevent or resolve.

Best regards,

Craig Schoolkate

Digital Fundraising & Marketing Executive

Barnardos.org.uk

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