Developing a Case for Support Beth Gazley / MNPO6060

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Transcript Developing a Case for Support Beth Gazley / MNPO6060

The Case Statement
Thomas P. Holland, Ph.D.
Institute for Nonprofit Organizations
University of Georgia
• The case statement is a brief, clear written
statement that communicates the
organization’s purpose and its program and
financial needs. It provides a persuasive
answer to why you are conducting this
fundraising campaign and why the
organization merits philanthropic support.
The Case should answer these questions
• Who is this organization and what is it trying to
do? Why does it exist?
• What is distinctive about the organization?
• What must be accomplished?
• How will this campaign enable it be
• How can the donor become involved?
• What’s in it for donor – why become involved?
• Action steps and contact information
Mission and vision of this organization
Statement of the community need/ problem
Goals of the campaign
Giving options
Urgency: why should you act now?
Steps for becoming involved
Material should be brief and persuasive, including
both rational and emotional elements
Developing a Case for Support
• Board, staff and volunteers should be involved in
developing the case statement.
• The case statement focuses on important responses
to community needs
• It draws upon strategic goals of the organization
and linking fundraising with planning, marketing,
staffing, and services.
• What form should the case statement take?
– Large forms for more extensive presentations
– Small forms to convey concise message
• Audience
– Prospective individual donors, corporate donors,
community leaders, volunteers, media, partners…
• Style, tone
– Emotional, businesslike, low-frills, glossy…
• Length
• Uses
– Raising individual gifts, corporate gifts, volunteers,
publicity, political support, partners, training staff,
special events…
• Graphics
– Photos, charts, testimonials, before/after images…
Case Statement should include
• Brief description of organization
– History, board, staff, accomplishments.
Mission statement
Statement of community need or problem
Goals and objectives of proposed response
Funding needs to accomplish those goals
– Amount of need; length of time needed; cash
and/or in-kind; resources in hand
• Benefits/costs of acting/not acting
– How will clients benefit? Organization? Community?
• Statement of organizational capability
– Does organization have the capacity to fulfill its
commitment to these goals?
• Resources
– Current funding partners, volunteers, community
• Future plans
– How will this organization or program finance itself
over the next 3-5 years?
What is accomplished with a case
• Internal benefits:
– key representatives of the organization speak
from same page
– Process of developing case statement offers
opportunity to negotiate/resolve internal
differences on goals
– Links important organizational activities, such
as strategic planning, marketing and
• External benefits:
Clear, consistent message to community
Organizational legitimacy
Visibility for your cause
Fund raising easier to accomplish
Also helps to raise non-financial resources
(partners, volunteers)