Creating a value proposition: How to create distinctive fundraising offering

Many agencies find themselves sharing messages about their work and projects that are much too similar, confusing supporters and funders. 

This session introduces participants to a systematic model that enables them to identify what makes them different and how it adds value for supporters. 


We’ll cover: 

  • What a VP is
  • How it is different from a case for support
  • The cereal packet test
  • How to establish supporter personas
  • How to decide the motivations and jobs for supporters
  • How to identify how you reduce supporter pains 
  • How to identify how you create supporter gains 


The session will be lively and interactive – people will create value propositions for one member of the small group. 


Aimed at:

Any manager or fundraiser responsible for developing a fundraising proposition or campaign. 


Learning outcomes: 

  • Understand what a VP is and why it is important 
  • Know how to create real value and benefit for supporters 
  • See how to create difference between themselves and other similar agencies


Bernard Ross
Director, =mc consulting
Ruby Bayley-Pratt (UK)
Fundraising Policy and Research Manager, British Red Cross
Thomas Kurmann
VP Resource Development, Oxfam America