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The
Case Statement
Is It
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DEVELOPING THE CASE FOR
SUPPORT
Robert Getz
1O questions to consider:
Q. What is a CASE
Statement? (A Statement of the Case for Support, NOT a Case Study)
A Case Statement is a living document, harmonious with and illustrative of the
Mission Statement, which will guide all internal forces of the organization
while providing consistent and salient information leading to emotionally
compelling reasons for financial and other support. The Case is perhaps the most
important document your organization will ever draft.
Q. Why is it so important?
A Case keeps things on a consistent and productive track and avoids
fragmentation of effort. It provides focus.
Q. Can I use some other CASE as a model?
You can, if you want a CASE for their support. Organizations are unique, so
should be your CASE.
Q. How long should it be?
As long as it takes to tell the story and to make me want to support your
endeavor. If it is good, it makes no difference how long it is. If it poorly
written, it makes no difference how short it is.
Q. Who should write it?
Your most gifted and persuasive wordsmith should do the actual writing in final
draft. HOWEVER, there should be hands-on participation by representatives of all
constituent bodies (Board, staff, volunteers, donors, etc.).
Q. What's so important about the process?
This involvement provides the broadest possible input, educates those
involved, and ensures that they will be imprinted with ownership thus ensuring
their support and defense of the document.
Q. When will we know we're done?
You will never be done. This is a living document.
Q. Who should receive a copy?
Anyone with the potential to make a significant gift, or who can affect
perceptions of or support for your enterprise.
Q. What format is best?
Generally, a clean, easy to read, non-threatening (lots of white space), Xerox
on good paper, stapled together. Typewritten copy (serif), with a title page and
your Mission Statement up front. Sometimes a contents page is helpful. This is
usually not the time for glitz. The chronology should be of self-evident
merit.
Q. What should be included with the CASE?
You should include anything to lend credibility to the cause, such as your Board
list, photos or drawings, budget information, and sometimes-audited statements,
ete.
11 tips for success:
Emotion, not logic, raises
money and motivates people to action
(People don't buy Corvettes because GM needs $)
Perception is always more important than reality
(it is reality for the perceiver).
What's problem are you solving?
(The impression & the reality).
Institutions have no needs
(only people have needs, stress people).
Watch your language!?
(No trendy buzz-words, no misuse, no technical jargon, conversational English
only).
Heavy copy is oppressive, pages aren't.
(There's no virtue in inept brevity).
God, the universe, the world, your universe, you & ME.
(order & sequence is important).
Don't baffle them with BS , it's up to the truth & your footwork this time.
Be a mortgage loan officer . . . on the OTHER side of the desk
(be tough on yourself, before someone else is . . . be sure the numbers balance,
facts are consistent, etc.)
Uniqueness is the persuader! Know what makes you unique.
(And TELL it!)
Are you "selling" . . . or "marketing"??? Selling is getting me to buy what you
have, marketing is meeting the prospects' needs (Marketing works).
Things to include:
Title page
Your Mission Statement
Table of Contents
A readable format -- small words, large serif type, and abundant white
space
The global problem & consequences
How you're uniquely solving it (competition counts)
Who are you helping?
Who says you're doing it right?
Who's involved?
What's it cost?
Why?
How will the project be cost-effective or reduce routine
expenses?
What will you do if the need gets solved?
What will you do if it doesn't get solved?
How can we improve?
How someone (the reader) can help.
If I give, what's in it for me?
An emotional closing statement about the need that will cause the ink on the
pledge card to run because of the flowing tears!
Board list, financial data and
other "credibility" stuff (always at the end as an appendix.
COPYRIGHT ROBERT GETZ
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