The Case for Support is the Bedrock of Fundraising

Timothy L. Seiler, Ph.D., CFREDirector, The Fund Raising School

IndianapolisApril 22, 2014

2014 The Salvation Army Community Resource

and Development Conference Sessions

Case for Support

• Answers why your organization is worthy of support.

• Who you are and whom you serve/why you exist?

• Where have you been?

• Where are you going?

• What will it take to get there?

• How can gifts be made to help you get there?

• Expressed in your marketing and fundraising materials.

Case: Preparation

• Mission—Why do we exist?PhilosophicalHuman/societal needValue and values

• Goals—What do we want to achieve?• Objectives—How will we achieve the goals?• Programs and services—Which methods will

we use?

Case: Preparation

• Governance• Staffing• Facilities or mechanics of service

delivery• Finances—narrative, numerical,

graphicTotal expense and incomePhilanthropic support required

• Strategic planning and program evaluation

• History

Case Components

Case Components

• Mission• Goals• Objectives• Programs• Governing Board• Staffing• Facilities,

Equipment• Finances• Planning,

Evaluation• History

Must ArticulateAwareness, Insight to ProblemDesired AchievementWhat’s in PlaceService to People (Stories)Character, Quality of OrganizationQualifications, StrengthsAdvantages, Strengths, EffectivenessValidate Need for PhilanthropyDocuments, Commitments,

Strengths, ImpactHeroic Saga, Credibility

Internal Uses of Case

• Establish agreement inside organization• Help enlist leadership• Provide information backdrop for

developing fundraising materials• Create basis for institutional evaluation,

priority-setting, and decision-making

Examples of Case Expressions

• Brochures• Foundation

proposals• Appeal letters• Campaign

prospectuses• News releases• Newsletter articles

• Web site• Speeches to

community organizations

• Face-to-face conversations for cultivation and solicitation

Stating Your Case

• Why would anyone give?

• What difference will charitable contributions make? To whom?

• What are the benefits (to donor) of giving?

Case Statement – External (Case Expression)

For Fundraising • State need (problem)• Propose strategies to alleviate (solve)• Identify who benefits• Demonstrate your competency• Specify resources required• Explain how gifts can be made • Communicate benefits of giving