crafting the case statement april 16, 2010 presented by:
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Crafting the Case Statement
April 16, 2010
Presented by:
Workshop Agenda9:00 a.m. Welcome & Introductions
Quick refresher- our last sessionUnderstand what is meant by “Case Statement”Understand how a case statement is usedReview some sample case statements
10:30 Break
11:30 Developing story banks11:45 Review writing and edit tips
Noon Lunch
10:45 Practice developing a case statement11:15 De-brief exercise
• How do we address fundraising during challenging How do we address fundraising during challenging economic times?economic times?
• Where does our funding come from?Where does our funding come from?
• What elements are essential for fundraising successWhat elements are essential for fundraising success??
Quick Refresher
The Fundraising Pyramid
Planned Gift
Capital Campaign
Major Gift
Repeat Donor
First-time Donor
Universe of Donors
Fundraising Success1. A Compelling Case
2. Defined Needs
3. Realistic Goals
4. Identified Prospects
5. Volunteer Leadership
6. Public Relations/ Marketing
7. Time and Timing
8. Adequate Staff
9. Budget
The Case Statement• The nonprofit’s business plan:
all the reasons why someone should support you
• More than just your organization– looks at the greater need
• Becomes the basis for grant proposals and solicitation of donors
• The benefits-oriented explanation of the fund raising campaign.
• From this document, the campaign brochure, campaign prospectus, video, newsletters and other materials will be created.
Elements of a Case Statement
• The title• Grabbing the reader• The irrefutable case• Your unique position• Waving the flag• Reinforcing the urgency• Making it happen• Closing summary
Anwer these questionsWhat problem are we trying to address?
What program are we offering to address the problem?
Why is this important?
Who is our market?
What do we need from donors? What are the financial needs?
Why are we uniquely qualified to solve the problem?
Sample Case Statementshttp://www.capitalcampaigns.com/case_statements/case_health_center.php
http://www.capitalcampaigns.com/case_statements/case_mcdonald_house.php
http://www.mountosb.org/kwc/caseStatement08.pdf
http://blackrockarts.org/about/case.html
Tips for preparing the case statement
Involve key staff, board members, donors, and volunteers. Have only one writer Longer isn’t necessarily better Use simple, brief, understandable language Be convincing and optimistic Present a positive image Base it on the organization’s strengths not needs Project the future, not the past Tell the story with pictures and charts, where possible Make the case from the prospect’s point of interest Demonstrate the capacity to solve problems that are
important to donors. Show the organization’s needs and wants are a good
investment.
Someone is going to ask you
• About community “voice” (buy-in, engagement, support)
• About your collaborative partnerships• About your sustainability plan• Why addressing this need is so important
And you need to be ready to ANSWER.
Exercise 1
Select a recorder and a reporter for your group
Select an organization for which you’ll develop the case statement
Focus on the “The Challenge” portion of the case statement
Outline “The Challenge” being addressed by this nonprofit; what urgent, irrefutable need is being handled?
What stories, statistics will you try to collect to illustrate your case?
• The story of your nonprofit• Quotes, testimonials, case studies, photos• Illustrate your mission in action• The people behind the statistics• Provide the emotional hook for why your organization is needed
Creating a Story Bank
Find the ideas From staff, clients, volunteers, letters
Craft the words Meet & interview, gain permission, photo
File them Central repository where you can find them with contact info, dates, etc
Share the stories- Media releases, brochures, letters, website
Creating a Story Bank
Keep it simple; avoid jargon Avoid intimidating the reader with too verbiage Illustrate your story- give examples, describe the benefits Make it interesting; tell a story Use photos, graphs, bullet points to make your point Don’t forget branding Back compelling statements with facts Be complete without being exhaustive
Writing & Editing Tips
UltimatelyYou are offering “someone” the opportunity to advance your mission, support your cause, change the world…
… is that message clear?
By the end of reading a good case, a reader should understand why your organization exists, how it responds to real community needs, and why it should be sustained as an organization or allowed to grow.
NorthSky Online Resource Centerwww.northskynonprofitnetwork.org
Thank YouContact NorthSky at:231.929.3934www.northskynonprofitnetwork.org
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