|
 |
 |
 |
|
How to Make Your Fundraising Case
Storytelling is an essential element of fundraising. Your account must be true, but it must also contain vivid characters, a driving force, and an imaginative vision. Many nonprofits capture their fundraising “story” in a document called a case statement, which describes the organization’s work, its unique characteristics, the population it serves, and its plans for the future. The case statement may be revised as the aims of the organization evolve or as major initiatives are launched.
Who Should Write the Case Statement
The best writer for the case statement is someone who has a gift for phrasing content in a lively, engaging manner that captures readers’ attention. This might not be the director, a board member, or even a senior staffer at your organization. Whomever is chosen to draft the statement should interview key organization leaders and constituents to convey accurately the spirit of your nonprofit. The writer should submit a completed draft for review and receive suggestions from the board, staff leaders, and maybe even a focus group before printing and other production costs are incurred.
What the Case Statement Does
The case statement tells prospective donors who your organization is, why it needs the funds, and what it has done to ensure that the community reaps the benefits of donations.
The development of a case statement helps your organization’s stakeholders get on the same page regarding who they are and whom they serve. The document also provides ideas for press releases, public service announcements, brochures, and many other marketing materials used in fundraising campaigns.
Typical Case Statement Components
- Mission statement: A short but engaging description of what your organization aims to change in the world. For example: “The American Red Cross is a humanitarian organization, led by volunteers, that provides relief to victims of disasters and helps people prevent, prepare for, and respond to emergencies.”
- Organizational goals: A deeper explanation of how your organization meets the need that its mission describes. The goals of the Red Cross, for instance, include collecting, processing, and distributing blood; educating communities about health and safety; and providing domestic and international aid following natural disasters.
- Objectives: A discussion of the shorter-term efforts that your group must undertake to achieve its broad, long-term aims. The Red Cross’s objectives might include maintaining a certain number of local chapters, obtaining blood donations from a specified number of people, or investing a specific percentage of donations in humanitarian services.
- Organization overview: An overview of the legal and tax-exempt status of your nonprofit, the location of its headquarters and key operation sites, the number of people it serves, and other basic information.
- Program description: A description of your organization’s major accomplishments and signature programs. This is not the place to divulge the intricacies of program operations. Instead, the program description should provide an overview of what makes your organization’s efforts unique and worthwhile. It should also offer a glimpse into the future by discussing your organization’s plans for expanding programs or deepening services in coming years.
- Management and oversight: A rundown of your organization’s management structure and the responsibilities and credentials of key personnel. It should also note select board members and discuss their governance role in your organization.
- Finances: An overview of the most salient features of your organization’s finances: in short, how it generates funds and where it spends them. This section should provide context for numbers by linking dollars to people served and make use of charts and graphs to illustrate key points. Most important, the finance section must convey credibility and give donors the sense that the organization is qualified to manage donations.
| Acknowledgments & Disclaimer |
