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Sunshine: The Million Dollar Email
內容大綱
The Sunshine Foundation of Canada (Sunshine) was a national, Canadian-focused, self-funded charity established in 1987 and headquartered in London, Ontario. In the second half of 2020, the chief executive officer (CEO) and president was deciding how to create an effective email template that would serve the larger organization as the first point of contact for potential donors. Sunshine’s relationships and donor pipeline were the organization’s lifeline, and with strong competition in the non-profit milieu, the CEO knew securing funds in the individual-giving category would be difficult. How could she outline Sunshine’s differences and highlight why the prospective client would be interested in becoming a donor? How could she convert these prospects into new Sunshine donors?
學習目標
This case is best suited for an introductory, undergraduate-level sales course. After working through the case and assignment questions, students will be able to<ul><li>learn about Canada’s social sector;</li><li>recognize that charities are fundamentally sales organizations as well;</li><li>discuss the similarities and differences between charities and corporations;</li><li>understand the sales process;</li><li>identify value proposition and key offerings;</li><li>recognize that relationships and a healthy donor pipeline (including prospects and existing donors) are charities' lifelines;</li><li>craft a warm email template that can also be tailored to prospective donors; and</li><li>assess emails to create a warm and successful message and use wording that limits rejections.</li></ul>