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Case Statement Workshop

Center for Nonprofit Management

presented by:

Carole V. Rylander, CFRERylander Associates 214/348-9086 carole@rylander-tx.com

Susan G. SaundersSGS Solutions 972/939-4414 sgssolutions@earthlink.net

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Topics

Welcome & IntroductionsReview Process for the DayConstituency MappingJargonMarketingCase StatementsGift Opportunities

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Begin with the end in mind. -- Stephen Covey

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Constituency Mapping

The Theory of Concentric CirclesImportance:

Divides a Large, Diverse Constituency Base Into “Like-Minded” Groups

Identifies Each Group’s Level of Involvement

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Constituency Mapping

Importance (cont.):

Acknowledges Each Group’s Differing Perspective and Language

Enables the Delivery of Focused Messages Designed to Stimulate a Specific Response

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Constituency Mapping

Importance (cont.):

Ensures that Resources and Efforts are Directed Towards Groups Appropriately - According to the Value of their Response

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Constituency Mapping

Step 1 Identify and plot all “like-minded” groups in your

organization’s universe

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Constituency Mapping

Like-minded groups are not just “individuals,” but groups of individuals who: Have the same relationship to the

organization, Use the same language, such as

physicians, teachers, city council members, or

Interact with your organization in the same way

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Constituency Mapping

With financial resources Who provide earned income (fees,

tickets, etc.) With whom your organization

partners (a non-financial, strategic relationship)

Who provide in-kind donations Who is important for other reasons?

Step 2 Using different colors, circle each constituent group:

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Constituency Mapping

Some constituents will have all colors of circles

Many will have multiple colors or circles

Step 3 Create a legend so you’ll know what your colors mean.

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Constituency Mapping

Step 4 Use arrows to indicate groups to be intentional about involving & educating . . . moving closer to the center of the organization

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Jargon

Definitions:The technical terminology or

characteristic idiom of special activity or group

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Jargon

Definitions: (cont.)Obscure & often pretentious language

marked by circumlocutions and long words

A confused unintelligible language

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What Jargon Do You Use?

Identify Jargon:Create a ListReview Your Document(s) & Circle

Jargon Redefine Jargon

In Every Day Words“Grandmother” Principle

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Marketing

Marketing is all about exchanges.

Marketing is a process that helps you exchange something of value for something you need.

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Selling vs. Marketing

SELLING MENTALITY is Rooted INSIDE the Organization

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Selling vs. Marketing (cont.)

MARKETING MENTALITY is

Based OUTSIDE the Organization

—In the Marketplace

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Marketing: Step One

LISTEN to your Constituency!

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Marketing: Step Two

SEGMENT Your Market

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Marketing: Step Three

STRATEGICALLY TARGET

Those Segments with the Highest

Potential

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Marketing: Step Four

POSITION the organization:What does it do well that matters?

How does it compare to what other

organizations do?

How does it distinguish itself?

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Marketing: Step Five

COMMUNICATE the Special

OPPORTUNITIES your Program

Presents in Terms That Matter to

the Target Groups

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Marketing: per Peter Drucker

“The aim of marketing is to

know and understand the

customer so well that the

product or service fits them

and sells itself.”

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Marketing& the Case for Support

Q: So, how do I develop marketing

messages for my organization?

A: By creating an urgent and compelling

Case for Support!

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Fundraising Follows the

Planning ProcessVision

Mission

Strategic or Long Range Plan

Goals and Objectives

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Fundraising Follows thePlanning ProcessOperating or Action Plan

Strategies and Tactics

Budget

Fundraising Plan

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Case Statement: Definition

A carefully prepared document that

sets forth, in detail, the reasons

why an organization needs-- and

merits-- financial support . . .

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Case Statement: Definition

...In the context of the “case is bigger than the institution,” it documents its services, human resources, potential for greater services, current needs, and future plans. From Glossary of Fund Raising Terms, a

publication of AFP

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What We Hear

All The Time…

vs.

A Compelling Story!

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There is no perception

unless there is contrast.

-- Ralph Coverdalein Risk Thinking

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The Case Statement Is. . . . .

An internal document

An investment prospectus

Prepared by the development office

The basis for all marketing, communications, program, & development materials

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The Case Statement Is. . . (Cont.)

Both rational and emotional OptimisticBriefEasy to interpret and rememberLarger than the institution and has

broad appeal

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The Case Statement Is. . . (Cont.)

The single most important

document in the fundraising effort!

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Elements of the Case for Support

1. What is the organization’s mission?

2. What has the organization accomplished thus far? (its history)

3. What does the organization do and how is it structurally governed?

4. What is unique about your organization?

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Elements of the Case for Support (cont.)

5. What is the problem? What need does the program for which

you are seeking support address?

6. Who is affected?

7. What impact or outcome does the program/solution generate?

8. What methods will be used to implement the program?

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Elements of the Case for Support (cont.)

9. What results have been achieved thus far?

10. What resources and funds are required and how will they be used?

11. What endorsements and support have already been provided for the

program? How much? From whom?

12. What is in it for the donor?

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Case Preparation

Written by one person

New rationales will emerge during process

Adaptable to many uses & formats

First draft—then edit, edit, edit

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Case Preparation (cont.)Circulate draft Adopt as a policy documentUpdate periodicallyUse it with staff and volunteersCreate case statements for each

need / client group; may create one over-arching case statement

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Uses of the Case Statement

Provides common language for board members

Is the basis of proposals, & brochures, program, & campaign materials

Assists in leadership & volunteer recruitment

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In Summary: A Case StatementIs designed to:

Substantiate an organization’s opportunities and attributes,

Define benefits to the contributor . . . and,

Stimulate a monetary response.

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In Summary: A Case Statement

The relationship between

programs, needs, and benefits to

donors must be communicated in a

persuasive “case” that motivates

the potential donor to action!

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Case Statement Handouts

Elements of the Case for Support

Structure of a Case Statement

Sample Structure of a Case Statement Document (page 1 only)

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Case Statement Handouts

Samples:The Case for the Building Program of

Los Barrios Unidos Community Clinic

Los Barrios Unidos letter proposal

The Case for the Anita N. Martinez Ballet Folklorico

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Giving Opportunities(What’s in it for the Donor)

Are Drawn from the Case Statement

Can Represent a Wide Range of Appealing Fundable Items - $50 to $25,000+

Fulfill Baby Boomers’ Needs to Know Their Gift Provided Specific Tangible Benefits

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Q & A

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Thank You!