I think these 3 things really apply to fundraising as well. When you have the chance to share about an opportunity or a need, these 3 things will help you communicate this better.
The main points are his, the comments are mine:
#1) ESTABLISH WHY THE TIME TO ACT IS NOW
If the need isn’t urgent or important, you shouldn’t be sharing it. Why is this important today? Why not wait until next year? Share the urgency and the priority.
#2) EXPLAIN WHAT HAPPENS WHEN YOU ACT
Show them the ROI (Return on Investment). Show them what will happen when they respond. Clearly paint a picture of the success of meeting this need today.
#3) DESCRIBE WHAT HAPPENS WHEN YOU DON’T ACT
They may ask you, “what’s your plan if we don’t respond?” Be ready with an answer. Share why you have chosen them to present this opportunity to. Share with them why you think this is a perfect fit of their heart and the need. If you have a back-up plan, share that as well. Don’t use guilt to manipulate.