8 Essentials for Your Organization’s Case
Statement
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Are your fundraising efforts standing on the firm foundation of an outstanding case statement?
Of all the documents an organization uses to aid fundraising, the case statement is one of
the most important.
The case statement (or case for support) is used by a nonprofit as a basis for all communication
and solicitations with donors. As a primary tool for fundraising, a nonprofit’s case statement
needs to be professional and accurate; a two to ten page (or more as needed) document that grabs
the reader’s attention and can be presented as simply as a fact sheet or as intricately as a folder
with supporting charts, photographs and budgets.
Ideally, a brilliant case statement will be donor-centric, written to donors and potential donors
using reasoning and language that will resonate with the target audience.
Uses for a case statement
Every nonprofit knows how critical a case statement can be when approaching high level donors
and prospects or fundraising for new programs and campaigns. But not every agency or
organization realizes how important this short compelling argument is in their ongoing
fundraising efforts.
Excerpts from a well written case statement and even the entire document have many varied uses
in the fundraising scenario. For example:
When talking to potential donors, a copy of a compelling case statement continues to
present the case for support long after the meeting has concluded.
A case statement can be included in a grant application as justification for the
request.
For direct mail or email campaigns, the message can mirror the case statement and
in the case of direct mail, illuminate the copy that you include with the appeal letter.
Organizations might use their case statement on their website.
The case statement acts an informal script when phoning prospective donors; all the
important points are gathered in one easily accessible document.
A condensed version of the case statement, reduced to a page or two, can serve as
hand-outs when donor prospecting.
Exceptional case statements contain a mixture of emotionally gripping stories; heart-warming,
accounts of the work being done, coupled with cold, hard facts that verify the organization’s
claim that it represents a force for change.
There are several fundamentals that go into a compelling case statement but there are no hard
and fast rules as to the order these elements should appear. With the exception of a deeply
gripping introduction, every case statement is unique and should be laid out in a manner
that makes sense for your nonprofit.
Essentials for an outstanding case statement
1. The Introduction: Exceptional case statements always begin with a story. Make the reader
feel emotionally invested in your nonprofit by using storytelling to establish a personal
connection.
An emotional opening can captivate your audience at the very onset so use these introductory
paragraphs to lead your donors and prospects into the remainder of the document. If your
opening is inspiring and packs an emotional punch, you’ll grab the attention of the reader.
2. The mission and the vision: Outlining the mission statement of the organization answers the
“why do we exist?” question and painting a bold and courageous vision for the nonprofit’s future
leaves no doubt as to “Why should we care?”
By confidently illustrating your organization’s mission and vision for the future, you are telling
the reader they should care because the mission and the vision matter.
3. The history: Summarize how it all began. From the founding of your nonprofit to the work it
has accomplished so far. Include the philosophy, those key values and beliefs that drive your
organization’s approach to answering the needs and providing the services of its mission.
4. Explain the work: Your donors, supporters and prospects need to know about the important
work being done. What are the programs and services the nonprofit is currently involved in and
what are the ongoing requirements to keep these services coming?
5. Successes and results based evidence: Here is where data and storytelling connect, in the
tales of lives changes, testimonials of success, those the organization has helped.
Use charts and graphs to illustrate the numbers that back up your claims and measure the impact
the nonprofit is having in its sphere of influence.
6. Money and funding: Dreams and visions all come with a monetary cost to accomplish. By
telling donors why the funding is needed and what results will be achieved, you are inviting them
to become participants in the vision.
The case statement shows the reader why they should be supporting your organization and
answers the obvious questions. Why me? Why now? Keep in mind that people give because they
want to make a difference; they want to be part of something epic.
7. Visuals: Don’t clutter your case statement with solid blocks of text. Create visual emphasis
with charts, graphs or maps demonstrating growth. Use carefully curated images of your
organization at work and captivating pictures of beneficiaries the nonprofit has helped.
8. Highlights: Is there anything that stands out in your nonprofit’s favor? Has the organization
recently won an award? Anything else puts the nonprofit in the limelight? Recent press releases
or articles, events that received public commendation, etc.
When writing your case statement, your objective is to create a vision so appealing that it
generates in the reader a real desire to become part of the mission. Does your case statement do
this? The case for support that inspires your readers will be a winning tool for your nonprofit.
Read more at http://www.fundraisingip.com/fundraising/case-statementnonprofit/#kGOIHlbw1mhfGImr.99