Feb
3
Making a Case for Support
February 3, 2010 | Tagged case, development, donor, fundraising | Leave a Comment
So you are ready to state your case, are you? Every time we try to get someone else to see our personal point of view we are making a case. If you have a clear idea of what you want, why you want it and why someone should give it to you you are close.
According to Hank Rosso, “The essence of fund raising success is a fully developed case for support that articulates clearly and boldly the reasons the organization deserves philanthropic gifts.”
There are two types of cases: an internal case and an external case. The internal case is for the organization; it is a file or database of information about the organization from mission to financial data. The internal case gathers all of the information needed to make the external case; the external case tells a story that, if successful, will lead others into action.
The external case statements will become materials that you can use to raise funds: brochures, letters, website pages, news releases and talking points. According to Rosso, ” The qualities that must exist… are excitement, proximity, immediacy, a sense of the future, meaning and relevance”. Your case statement must capture the imagination of the donor, make the problem real for him/her, and create a sense of urgency so that he/she will want to support the mission.
Cornell University’s case has a strong lead… Imagine as Cornell University looks forward to its sesquicentennial… These are inspiring times atop East Hill and everywhere in the world where Cornell can be found. Ever since Ezra Cornell laid the cornerstone of his inspiring vision– to found an institution where any person can find instruction in any study– Cornell University has served as a place where people dare to pursue big dreams.
Brian Smith, of Custom Development Solutions, Inc offers some excellent advice here.
When drafting your case include the following:
Audience Know who you are appealing to. Use the donor’s perspective.
Mission and History
Timeline of events, program or project
Staff; indicate their expertise
Success: what have you already accomplished? who else is funding you?
Why now? Create a sense of urgency.
Benefits to the donor: corporate donors will want tangible benefits.
Why your organization? what is unique about you, your solution to the problem, or your ability to do this?
Why this project/program/event is a good match for the donor?
THEN DON’T FORGET THE ASK! What specifically are you requesting?
Once you have a complete, compelling case you can tailor it for many needs. The internal case will be used to create a variety of external cases from a capital campaign book to an annual fund letter. Once you have your home work done, tailoring it to your diverse needs will be simple.
Rosso, Henry A. & Associates, Eugene R. Tempel (Ed.). Achieving Excellence in Fund Raising, 2nd Ed. San Francisco, CA: Jossey-Bass, Inc., 2003. Hank Rosso’s classic book, in a thoroughly revised and updated second edition, explains the fundraising profession’s major principles, concepts, and techniques. Contributors stress the practice of fundraising as, in Rosso’s words, “The gentle art of teaching the joy of giving.”