The most effective way to secure more donors is to demonstrate a solid case for support for your organization. We will walk you through the various aspects of assembling a strong case for support that takes the donor’s perspective in presenting your organization.
While the Case for Support is usually designated as one of the key documents necessary during a capital campaign, the basic exercise of improving and perfecting your organization’s case for funding should be an ongoing practice. In this month’s topic we have provided the outline for creating your organization’s case for support in the traditional manner. In addition, we suggest summarizing the case for support into one page we call a sell sheet. The sell sheet summarizes your case for support and captures the strongest arguments for funding your mission in one document. This document can be periodically updated.
I. Case for Support
The case for support should be structured to present the following aspects of the organization;
A. Mission and Vision
As stated in our January monthly topic, the mission and vision statements are essential summaries of what you do. They are your elevator speech that you and the entire staff can recite to provide a general understanding of what the organization is, who it helps, and how it impacts the community.
B. History
There is no better way to demonstrate an organization’s strengths and longevity than by highlighting the progress and success already made. The history and background of your organization provides donors with credentials on why your work is beneficial to the community.
C. Current Programs and Services
Outlining the current programs and services in your case for support minimizes any possible misunderstandings of how your organization continues to fulfill its mission. Donors want to know what you do everyday and the specific ways you carry out your mission.
D. Board of Directors and Staffing
One of the most important traits a prospective donor seeks in funding an organization is stability. Listing board members and important staff demonstrates that the infrastructure of the organization is stable and funding will be adequately allocated to prove most beneficial for the entire organization. In addition, the Board of Directors carries fiduciary responsibilities for the organization and is an essential element in the risk equation for donors.
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E. Finances and Budgets
Since most donors made their money through excellent usage of basic business principals, they are looking to see if you have a grasp of these essential skills as well. Providing financials and organizational budgets, according to generally accepted accounting principles, will allow prospective donors to understand that the organization has a system in place that ensure funds are properly managed.
F. A Plan to Address Future Needs
While your organization’s services help individuals today – it is important to also look forward and foresee what changes might be needed in the future. An assessment of future needs will provide prospective donors with an understanding that the organization has taken time to plan ahead, strategize what impact future changes will have on the organization and its constituents.
Summary
Your organization’s case for support should be a strong, influential tool to target major donors, foundations, and individuals. Assembling your case for support should always be done from the donor’s point of view because donors have a right to know everything they can about your organization and how their money will be spent. This perspective shows that investments are truly treated as an investment, not just viewed as an exchange of dollars.
II.
Sell Sheet
The purpose of this tool is to provide a uniform internal understanding of the mission, vision, achievements, and goals of your organization to present to prospects and donors. To create your organization’s sell sheet, keep the following items in mind;
A. Use Superlatives
The primary value of assembling a sell sheet is to dazzle donors with the strengths of your organization. The sell sheet should address why you are the best in the services and activities you offer to those you serve. Articulating your language to include “biggest, best, only” when describing your organization exemplifies your significance clearly and efficiently.
B. Use Stories
Donors are interested in why the organization came into existence and what is the real success of the services provided. In recalling your success stories and encounters of individuals who were able to take advantage of your services and improve their lives, you can generate strong emotional ties with donors and invoke their own need to help your organization.
C. Use Statistics
Statistics give donors hard facts about the progress and need of services. Your sell sheet should include statistics to prove that you are experts in the services you provide and you are well informed of the needs of those you serve.
D. Keep It Simple
While the traditional case for support is anywhere from eight to ten pages of dense text, a single-page document highlighting the mission, objectives, programs, progress, and future of your organization can be very useful. It may feel like a large amount of important background and insight is being left out, but you need to minimize the essential language to one page so it can be easily assimilated by your entire team.
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Conclusion
Your organization’s case for support is a valuable document for the organization’s capital campaign and major fundraising efforts. For the day to day business of fundraising, a sell sheet will make donor presentations and approaches easier and more enjoyable. Both documents summarize the important aspects of your organization, but the sell sheet provides an internal tool to ensure everyone is selling the organization at its greatest potential.
• Create a Compelling Case for Support.
A brief outline of the various topics addressed in your organization’s case for support.
http://www.managementhelp.org/finance/np_fnce/basics.htm
• A Case for Support Working Outline.
This outline provides structured details on the items necessary to discuss when creating your document.
www.atlasusa.org/V2/files/others/RRA%20 Case %20Statement%20Outline.doc
• Case for Support Sample . This sample created by Funding Exchange, Inc demonstrates the significance of a strong case and how it can be useful in cultivating donors. http://www.funding-exchange.org/documents/Case%20for%20Support%20Sample.pdf
As the cost for direct mailing increases and advancements in the technological world make sending and receiving emails easier, your organization may be curious about the benefits of switching to email fundraising and leave the stamps behind. Research conducted by the NPAdvisors involved contacting donors with a mix of email and direct mail for annual contributions. Previous donors were contacted by direct mail with some donors also receiving an email that reminded them of the mailing they recently received. The results demonstrated that the reminder email improved responses by 2-3% with the average gift increasing slightly in comparison to the traditional direct mail donors.
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It is important for your organization to identify which method will be most beneficial to you. Although online donations are often more significant amounts, online donors tend to only give a one-time gift. Direct mail donors tend to be longterm, steady donors. It may be beneficial for your organization to test the online donor scene while continuing to conduct direct mail fundraising. At Cathedral, we say if you are already have a direct mailing program, carry on. But if you have not entered the direct mailing market, it may make more sense to invest in the internet method to save time and money.
1 “ Are Email Recipients Better Direct Mail Givers ?” NPA, January 2003, http://www.npadvisors.com/NewContent/100281.asp
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c o m info@CathedralConsulting.com