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Developing Your Case for Support: The Foundation
For Your Fundraising Success
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Before we get started »
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Our guest presenter »Robin Cabral, CFRE @HIREACFRE • 20+ years experience • founded Development Consulting
Solutions “Hire A CFRE!” in 2012 • National Catholic Development
Conference Planning Committee and Professional Development Committee member
• AFP-RI board member • AFP Master Faculty Trainer • AFP International Education and
Training Committee
How to Craft a Winning Case for Support
November 2, 2017
Robin L. Cabral, MA, CFRE
This is it!
Quite simply the most important document that your organization will ever write.
It is the cornerstone of all your fundraising activities and a portfolio of accomplishments.
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Developing your case for support
• Learn the key terms and concepts central to work of case development.
• Define external case and internal case.
• Learn how to put the case to work.
• Learn the difference between a marketing brief and a case expression.
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Case for support
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What is a cause?
• A set of interests served with dedication.
• It is a community need that the non-profit is working to meet.
• Examples of causes: eliminating hunger, reducing homelessness, and providing higher education.
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What is a case for support?
• Statements as to why you and your organization deserve support.
• Bigger than your organization and relates generally to a cause.
• Encyclopedic accumulation of information about the organization, its cause and how it serves its cause.
• Answers the most compelling questions about your organization: Who are you? Why do you exist?
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What is a case statement?
• They are developed for various programs and constituencies.
• Present the argument to support specific needs, causes, programs, or constituencies.
• Part of the overall case or developed separate documents.
• Selects and articulates key points from overall case.
• Has a particular focus.
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Case expressions
• Specific publication or communication
• Specific fundraising strategies
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Internal and external cases
• An internal case is case resources, or compilation of information that supports the preparation of documents and publications.
• An external case is the case expression, a presentation of the case in a brochure, a letter, a report, a proposal or speech.
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Where the case fits in
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The foundation!
• First step in the planning process and first step in fundraising cycle.
• Fundraising anchored to case, supports and shapes all else.
• Bedrock for each step.
• Deserving of energy.
• CASE: Cause at hand, Action addressing cause, Statement of goals, Expected results.
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Who develops and reviews
• Leadership from staff, executive or development director
• Engaging others ideas – board, volunteers, donors and prospects.
• Questions and challenges strengthen the case.
• Collected wisdom of multiple participants, accumulated step by step, strengthens case.
• Donors validate case.
• Right people reviewing, insight and approval.12
Components of a case for support
• Resources that provide information on everything a potential donor might want to know about organization.
• Provide information on which case is built.
• Database or information bank from which specific case statements and expressions are drawn.
• Needs to be accurate and current.
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• Components consist of: mission statement, goals, objectives, programs and services, finances, governance, staffing, service delivery, planning and evaluation, and history.
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What are the case components?
Case components defined!
• Mission statement - Tells why an organization exists and why it does what it does but not what it does. Declaration of values.
• Goals and objectives – Goals are general statements identifying what organization would like to accomplish as it seeks to meet needs. Objectives are precise results and specific statements about the ways organization will reach its goals.
• Programs and services - Detailed descriptions of how the organization carries out its objectives in meeting the goals that fulfill its mission.
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Case components defined!
• Finances - Nonprofit fiscal information and gives a clear picture of how the organization acquires and spends financial resources. Establish and validate need for contributed income.
• Governance – Describes how an organization is governed outlining the trustees and directors, selection process, composition, strengths, etc.
• Staffing - Indicates competence and professionalism through credentials and biographies.
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Case components defined!
• Service delivery - Description of the facilities and the mechanics of delivery for your programs and services. Illustrates how accessible and convenient you are.
• Planning and evaluation – Description of short and long range planning processes. Demonstrates organization’s commitment to carrying out mission, goals, and objectives.
• History - A history of achievement establishes the past effectiveness of the nonprofit in meeting community needs and solving problems. Rarely the most compelling reason to give.
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Putting the case to work!
• Testing the case with key stakeholders.
• Engaging donors with case.
• Can be used as a communications, marketing, training, planning, and inspirational tool.
• Internal resource document.
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Other key case points!
• The case is a living, breathing, dynamic document.
• Should be reviewed annually.
• Process is more important than product.
• Identified key donor objectives.
• Creates by-in and ownership.
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Moving beyond the case!
• Marketing brief concept.
• External case expressions and collaterals.
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Marketing brief concept
• Summary of the internal case for support in 200-300 words.
• Not for publication, used internally to gain support and approval.
• Map of your story showing connections, frames the tale. It is the skeleton, the structure beneath the surface.
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External case
• Once the institution’s leadership reaches consensus on the campaign purpose, size, and strategy, the case statement is updated and becomes the basis for the following materials:
– Websites and brochures.
– Foundation proposals.
– Appeal letters.
– Pledge cards and reply devices.
– Campaign prospectus/newsletters.
– Press releases.
– Newsletter articles.
– Speeches.
– One-on-one presentations to individuals.
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Key concepts in review
• The case defined.
• The case and fundraising.
• The case and its components.
• The case at work.
• The case and beyond: marketing briefs and expressions.
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Take it back…
• The top three ideas, concepts, or thoughts inspired during this training that you will take back to your office and implement immediately.
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Questions and Answers
• At this time, your questions are welcome!
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Contact me
Robin L. Cabral, MA, CFRE
Development Consulting Solutions
www.developmentconsultingsolutions.com
Office (508) 993-9383
Mobile (508) 685-8899
www.facebook.com/developmentconsultingsolutions
https://www.linkedin.com/in/robincabral/
@HIREACFRE26
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