©2003 results group international,inc. 1 webinar articulating your case for support tuesday, april...

©2003 Results Group International,Inc. ©2003 Results Group International,Inc. 11

WebinarWebinar

ARTICULATING YOURCASE FOR SUPPORT

Tuesday, April 14, 2009

Results Group InternationalResults Group Internationalwww.ResultsG.comwww.ResultsG.com

Claudia Chouinard & Carol EddyClaudia Chouinard & Carol Eddy


Outline of today’s webinar

Sections, q+a after each

1. Why you need an articulated case for support

2. How to develop your case statement

3. How you can use your case statement


Part 1. Why you need one

What is a “case for support”? What should it do? What makes it effective?


What is a case for support?

http://www.uifoundation.org/athletics/boathouse/boathouse.pdf


Thinking like a $20,000 donor…

What do you find most engaging and compelling about this case for support?

What elements make this case effective?

You as a “donor” can compare this need with other competing community needs and consider your priorities.

Comments? Observations?


Why do you need an articulated case for support?

Must compete in a highly competitive

niche: philanthropy Compete not just for support, also for

volunteers We will focus today more on framing the

case for annual and project support—observations apply to campaigns, too.


Your case for support answers key donor questions:

Pre-gift, “How will my gift make a difference to the station and to my community?”

Post-gift, “What did results did my gift achieve at the station and in my community?”

“Why should I give now to you, rather than to the library or the arts center?”


Major Donors Are Philanthropic Donors

Interested in station as a nonprofit institution

Seek to support your future service to the community

Comparing public broadcasting to other community nonprofits

Looking to see evidence of planning and of and management excellence


The Motive for Philanthropy

“Donors give to the needs you serve, not to the needs you have.”

Kay Sprinkel Grace


Let’s look at an example…

http://www.ms.foundation.org/user-assets/PDF/Ms35_brochure.pdf


Use your case to establish a dialogue

Treat your donors as your partners in building a stronger community

Use dialogue and encourage two-way discussions, especially in person

Listen to your volunteers, your donors – what do they care about?


Shift your perspective. . .

Traditionally, the word ‘nonprofit’ has not been used on air

Perspective has been of an enlightened broadcaster

Past mindset of “No competitors” Today’s view: station as a community or

regional nonprofit institution


The effective case for support will build. . .

Consensus, buy-in and support for actions and plans

Community awareness of the issues you address and the impacts you create

Emotional appeal into the words, phrases and illustrations of the need

Momentum as donors and volunteers join in an urgent partnership to achieve shared goals


What will donors look for in your case for support?

A statement of mission and past achievements

Identification of a need in the community

Your initiative or project as an urgent, valuable response to this need

Facts on the need, your response, and the community impact of your response


New perspectives mean new Emphasis on…

Communicating to be competitive: libraries, schools, United Way

Long range planning, talking about future specific goals and impacts

Stewarding major donors, keeping conversations going

Transparent governance and reporting


Questions and Discussion

Over to Carol


Part 2: How to develop the case

Ask for general support Focus on what you are doing now Pick elements of your station’s work Create “themes” around topics Define “priority projects” Use concrete examples of results


What philanthropic impacts are you achieving now?

Define actual outcomes that you expect to achieve this year.

Ask the donors to support what you are already doing now, this year and next year, not what you would like to do in the future.


Where to begin with articulating the case…

1. Brainstorming sessions with staff2. Where do we educate, impact, serve?3. How and where can we measure our

philanthropic impact?4. Where do we or can we collaborate

with other nonprofits?5. Where do people count on us to deliver

service or to fill niches?


Packaging annual needs into a case for support

You can be creative in "packaging" what your station already does into “projects" for fundraising.

These are easier to grasp and more appealing to potential donors.

If you have a variety of activities, you can “package” toward donor affinities


Packaging annual needs by topic or affinity. . .

Packaging helps donors to focus on your MISSION and your measurable RESULTS in the community.

How will a gift make a difference? What outcomes can you describe?

Packaging helps you to engage donor interest, to articulate and illustrate engaging elements of mission and operations


Samples of “affinity” packaging of annual elements by joint licensee WNED in Buffalo, New York


Action Steps: How to develop your case Action Steps: How to develop your case

Develop your goal operating budget for the next FY (and ideally for the next 2-3 FY).

Are there new expense items in the budget?

Are fees or costs increasing? If so, why? Are sufficient funds in reserve accounts for

updated technology, etc? What spending increases are projected for

the future, and for what purposes?


Action Steps: How to develop your case Action Steps: How to develop your case

Are new programs being added, formats changed, staff increased? (e.g., adding an environmental reporter who will focus on issues in the region).

How will new investments (i.e. expenses) affect what the listener hears on the air?

Are there behind-the-scenes “invisible” costs vital to your impact? These need to be described and maybe illustrated.


Action Steps: How to develop your caseAction Steps: How to develop your case

Interview department heads about themselves and their work.

What are some highlights of their work of the past year?

What is their “wish list” of goals for the coming year?

What new resources can enable them to achieve greater impact?


Action Steps: How to develop your caseAction Steps: How to develop your case Develop "wish lists" into themes or projects

that focus on "giving opportunities" Describe community outcomes (expanded reporting on

state politics) and how you will achieve these (state-

wide roundtable discussions) What is needed to achieve this impact (additional

staff time, travel and production costs, new equipment, build overhead

into each item cost) Articulate opportunities for giving levels. ( A gift of

$1,000 can support Rebecca Reporter's monthly travel to the capital to

interview legislators.)


Does your case …

Answer the basic questions about who we are and what we do?

Clearly describe the project or the station’s ongoing work?

Define the community need? Appeal to both the heart and mind? Inspire a sense of urgency? Define results and impact?


Eliminate elements like. . .

Desperate messages of station needs Overuse of “we” as the station’s voice Empty and vague generalities Too wordy – be concise Station jargon – avoid “programming”

and jargon terms Undefined outcomes


Emailed samples

KTOO brainstorming session notes KBTC brochure comp KBTC Outreach Campaign Draft KBTC Quick Pitch (Elevator Speech) KBTC Recruitment Packet Case KBTC One Pager for Board



Back to Claudia


Part 3: How to use your case

Include case messages in all donor communications (web, print, mail)

Develop “talking points” for personal solicitations

Use “fact sheets” or one-page themes Update materials as needed Be flexible – use what best fits the

donor’s interests and needs


Major gift prospects will look for your case for support . . .

In your annual report, both in pdf and press-printed versions

On your website, typically in the About section

On the air, in non-pledge-period spots that articulate your future goals, needs and impacts

In your mailings – appeal letters, cultivation mailings, update letters and notes


Let’s look at a web example…

http://www.ncmls.org/about-us/case-for-support


And another effective web example….

http://www.si.edu/giving/


Use donor-centered language

Include quotes and testimonials from donors in all communications

Use messages from Board members Have an outside person read your

materials for their response Ask volunteers and donors for their

feedback


Using donor centric language and photos

http://www.mmm.edu/plannedgiving/index.html


Identify NOW the next 3 steps you will take…

Set brainstorming and articulation sessions with staff and stake-holders?

Develop a list of fund-able elements? Ask your top 10 donors how you serve

your community best? Study the case statements and annual

reports of your top competitors?

©2003 results group international,inc. 1 webinar articulating your case for support tuesday, april...

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