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July 31, 2017
A case statement is used for more than soliciting gifts from major donors. It's used as a source document to recruit leadership, engage volunteers, write grants and develop collateral materials (pledge cards, appeal letters, etc.) - among other things. Disclaimer: Case statements don't raise money. People, equipped with research-based solicitation strategies and a case statement, raise money.
Here are three tips we've heard from donors:
"Shorter. Make it shorter."
No matter the length, your major gift prospects will want it shorter. This may not mean fewer words. Sometimes, "shorter" is a way of expressing a feeling. If they knew to ask for it, they might say: "It needs more white space, smaller paragraphs and bullet points to keep me reading." "The font was too small to read it easily." "I don't need two pages of your history. I know who you are." "Tell me upfront (page 1) why you're raising money."
"Pictures. More pictures."
It isn't that prospects don't care about the narrative. That's a given. The case must explain why a campaign is needed and detail how the money will be spent, but pictures bring the mission to life. Don't skimp on photography. In a pinch, newer phones can take high-resolution pictures, but the person behind the camera needs an artistic eye, not just a good heart. Some staff members and volunteers may have skills. Check their Instagram pages. Identify the willing - who are also gifted - and recruit them to take pictures of your mission in action.
"Details. More details."
Prospects want to know their money is well invested and spent accordingly. There won't be room in the case for all the answers - nor should there be. Each time you're asked a new question, and you get back to a prospect with the answer, add it to a Frequently Asked Questions list everyone can have on hand for their own information and future prospects.
Prospects want, and deserve, a case that is short (a four- to eight-page case is usually sufficient), visually pleasing and full of details. Keep in mind, the case statement should always accompany a conversation. It's not a direct response piece. Rather, this essential tool gives your team members, and the prospect, information to continue a conversation.
Denise Rhoades, Communications Director (Palm Coast, Fla.) [email protected]
Join Us on the Growing Philanthropy Tour
Next stops on the road to achieving Hartsook's mission of growing philanthropy by 25 percent in the next 20 years:
Tulsa
August 2, 2017
Oklahoma Center for Nonprofits
Massive Fundraising
Adrian Sargeant
Kansas City
August 14, 2017
Inspired Fundraising Summit 2017
Presented by Hartsook
Roger Craver, author/editor, The Agitator
Jen Shang
Adrian Sargeant
Durham, N.C.
August 17, 2017
2017 NC Philanthropy Conference
Estate Giving
Karin Cox
Janell Johnson
Dallas
August 23-25, 2017
Top Hands
Boy Scouts of America
Ross Pfannenstiel
Jason Wood
Oklahoma City
August 2017
Oklahoma Center for Nonprofits
Relationship Building: Where Do We Go From Here?
Adrian Sargeant
Rogers, Ark.
September 20, 2017
AFP of Northwest Arkansas
Matthew J. Beem
London
September 21-22, 2017
Blackbaud Executive Summit, University of London
Adrian Sargeant
Las Vegas
September 26-28, 2017
14th Annual Association of Donor Relations Professionals International Conference
Adrian Sargeant
Quincy, Ill.
October 12, 2017
Tri-State Area Fundraising Professionals Board
Janell Johnson
Scotland, U.K.
October 23-25, 2017
Alan Clayton Associates
Great Fundraising Masterclass
Adrian Sargeant
Kansas City
October 26, 2017
Nonprofit Connect
Building a Culture of Philanthropy
Karin Cox
Wichita, Kan.
November 16, 2017
AFP Greater Wichita Chapter
Supporting Sponsor: Hartsook
Scotland, U.K.
February 7-9, 2018
Alan Clayton Associates
Great Fundraising Masterclass
Adrian Sargeant
Minneapolis
February 28-March 3, 2018
ALDE IGNITE International Conference
Massive Fundraising
Adrian Sargeant
Resources for Smart Fundraising Available on Kindle
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Strategies for Success explores smart ideas, connecting with thousands of fundraising professionals. We welcome your best practices contributions or comments. Send to Strategies for Success editor Karin Cox, [email protected]. If you'd like a free subscription to Strategies for Success or its monthly companion, eHartsook on Philanthropy, contact [email protected].
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