Transcript SRG Jan 97 Conference Presentation

Webinar
ARTICULATING YOUR
CASE FOR SUPPORT
Tuesday, April 14, 2009
Results Group International
www.ResultsG.com
Claudia Chouinard & Carol Eddy
©2003 Results Group International,Inc.
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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
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©2003 Results Group International,Inc.
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Part 1. Why you need one
What is a “case for support”?
 What should it do?
 What makes it effective?
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©2003 Results Group International,Inc.
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What is a case for support?
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http://www.uifoundation.org/athletics/bo
athouse/boathouse.pdf
©2003 Results Group International,Inc.
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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?
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©2003 Results Group International,Inc.
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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.
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©2003 Results Group International,Inc.
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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?”
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©2003 Results Group International,Inc.
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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
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©2003 Results Group International,Inc.
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The Motive for Philanthropy
“Donors give to the needs you serve, not
to the needs you have.”
Kay Sprinkel Grace
©2003 Results Group International,Inc.
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Let’s look at an example…
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http://www.ms.foundation.org/userassets/PDF/Ms35_brochure.pdf
©2003 Results Group International,Inc.
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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?
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©2003 Results Group International,Inc.
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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
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©2003 Results Group International,Inc.
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The effective case for support
will build. . .
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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
©2003 Results Group International,Inc.
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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
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©2003 Results Group International,Inc.
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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
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©2003 Results Group International,Inc.
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Questions and Discussion
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Over to Carol
©2003 Results Group International,Inc.
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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
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©2003 Results Group International,Inc.
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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.
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©2003 Results Group International,Inc.
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Where to begin with
articulating the case…
1. Brainstorming sessions with staff
2. 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?
©2003 Results Group International,Inc.
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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
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©2003 Results Group International,Inc.
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Packaging annual needs by
topic or affinity. . .
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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
©2003 Results Group International,Inc.
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Samples of “affinity” packaging of
annual elements by joint licensee
WNED in Buffalo, New York
©2003 Results Group International,Inc.
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©2003 Results Group International,Inc.
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Questions and Discussion
©2003 Results Group International,Inc.
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Action Steps: How to develop
your case
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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?
©2003 Results Group International,Inc.
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Action Steps: How to develop
your case
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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.
©2003 Results Group International,Inc.
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Action Steps: How to develop
your case
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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?
©2003 Results Group International,Inc.
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Action Steps: How to develop
your case
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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)
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What is needed to achieve this impact
(additional staff time, travel and production costs, new equipment,
build overhead into each item cost)
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Articulate opportunities for giving levels. ( A gift
of $1,000 can support Rebecca Reporter's monthly travel to the capital
to interview legislators.)
©2003 Results Group International,Inc.
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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?
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©2003 Results Group International,Inc.
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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
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©2003 Results Group International,Inc.
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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
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©2003 Results Group International,Inc.
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Questions and Discussion
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Back to Claudia
©2003 Results Group International,Inc.
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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
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©2003 Results Group International,Inc.
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Major gift prospects will look
for your case for support . . .
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In your annual report, both in pdf and pressprinted 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
©2003 Results Group International,Inc.
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Let’s look at a web example…
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http://www.ncmls.org/about-us/case-forsupport
©2003 Results Group International,Inc.
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And another effective web
example….
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http://www.si.edu/giving/
©2003 Results Group International,Inc.
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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
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©2003 Results Group International,Inc.
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Using donor centric language
and photos
http://www.mmm.edu/plannedgiving/index.html
©2003 Results Group International,Inc.
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Questions and Discussion
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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?
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©2003 Results Group International,Inc.
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