“If you wish to win a man over to your ideas, first make him your friend,” said Abraham Lincoln. Creating a friend, or more specifically an ally, is a good way to think about writing a compelling non-profit case statement. A non-profit case statement reaches out to donors and prospects in order to make them your allies. It explains your organization’s mission, why it needs funds, and how those funds will be used. Ideally, it is emotionally compelling while being clear and purposeful, so that the donor will understand your cause and feel galvanized to support your efforts.
A case statement (also called a case for support) is essential during a capital campaign. It is used to approach major donors during the quiet phase of your campaign, a period of several months during which you appeal to top prospective donors in personal, one-on-one conversations. It will also serve as a guide for everyone in your organization through the entire span of fundraising.
Such an important document needs to be created with passion, clarity, and transparency. All three are necessary to be truly persuasive. In addition, it helps to adopt a positive mindset: you are offering donors the opportunity to be part of positive, uplifting change. This attitude can help the tone of your appeal.
Step One of Non-Profit Case Statement: Your Mission
Your mission statement and compelling imagery are the perfect ways to introduce your organization and engage them with curiosity or empathy toward your cause. Even for established donors, it can serve as an introduction to the campaign.
A Case Statement Should Clearly State the Problem
Using clear and expressive language, unambiguously declare the problem you are trying to solve. A quote or statistic that grabs attention and emotionally connects the reader to your cause can help. Something like:
- In the United States, approximately 30 million children rely on school meals for a significant portion of their daily nutrition. What happens to them on holidays and during the summer?
Or:
- The United Nations estimates that over 100,000 acres of rainforests are destroyed each day.
Using facts and data can help explain the severity and urgency of the problem. You can also use personal stories or photos to illustrate the problem. The important thing is to awaken empathy or curiosity in the reader.
Use the Case Statement to Showcase Your Non-profit
Explain how your organization is uniquely positioned to solve or alleviate this problem. What do you provide that others do not or cannot? Do you have existing infrastructure? Specialized volunteers or staff? Proven track record? Use specific details to describe what your organization will do that will make a difference.
While there may be many important details to include, keep your case statement as concise as possible. People are more likely to read and remember shorter, focused messages.
Invite Donors to Play Their Part
Once you have convinced the reader that the problem is urgent but can be alleviated or solved, show them where they come in. How much money are you looking to raise and what will you spend it on? Clearly outline your financial needs and how the funds will be used. This can mean suggesting naming opportunities or sponsorships available, or it can be as simple as a statement of impact:
- $100 buys enough dog food to feed every dog in the shelter for a week.
Let them know exactly how they can make a difference: how they will be your ally. You are giving them the chance to make the world a better place.
Building Trust with a Non-profit Case Statement
Inspire confidence in your donors by providing information about your organization and the campaign: history, budget, renderings or plans. Use graphics and data to show proven success or give access to annual reports or other resources. Make sure to show your constituents – a visual representation of the individuals impacted makes for a more emotionally compelling case.
Include any collaborations or support you receive from other organizations or community stakeholders. This can showcase the breadth of support your organization enjoys as well as its established standing in the community. Include any awards or recognition your organization has received: these can be logos on the document or pull quote endorsements.
Thoughtfully Design Your Non-profit Case Statement
Present your case in a way that your donors will respond to with the right choice of format. A case for support can take many forms: a specially designed and printed booklet that can be handed out, a digital experience, a PowerPoint presentation or even a video. Consider your donors and what would be the most interesting and effective way to get your story in front of them. You can choose one or several of them, using design to brand each one to your organization and campaign.
Trillion Helps Create Compelling Case Statements
It can seem like a daunting exercise–so much is riding on your case statement! We understand; we have helped many non-profits create case statements in various formats. It is one of the many tools we can design and produce that lead to successful campaigns. If you would like help drafting an effective case statement and sharing it in a format that will resonate with your donors, we would love to give you the benefit of our experience. Contact us or call 908.219.4703 to get started.
