Make the case
“WHY?”
Really, that’s the big question we face every time we try to push audiences into action … whether we’re trying to get them to buy a product, attend an event, care about an issue, purchase a service, or anything else. We must be prepared to answer the question, “Why?”
Why should I buy that? Why should I attend? Why should I care? Why should I [fill in the blank]?
As persistent as this question is, though, it seldom looms larger than when we’re asking someone to give money to a nonprofit organization. And that, my friends, is why a good case statement is so important. At the simplest level, it answers one question: “Why should I support this organization?”
I could spend hundreds of words discussing the art and nuance of the case statement; however, in this post I’m addressing only the basic elements of the case statement. Before I do, though, I should acknowledge the book Writing for a Good Cause, by Joseph Barbato and Danielle S. Furlich. This smart guide to writing for nonprofits was given to me recently by a client as we launched a case statement project and, while much of the information in the book was not new to me, I found that Barbato and Furlich do a tremendous job of articulating and organizing ideas and practices that I, through experience and good instruction, have come to simply “know.”
For me, the case statement process comes down to successfully performing four simple jobs:
Present basic information about the organization. Give the reader access to simple facts such as history, focus, programs and activities, and the people who make it all happen.
Present the vision. Describe the philosophy behind what the organization does, the challenges it faces and the way that the world/community/society benefits because this organization exists.
Be blunt but visionary about the financial request. Some organizations want to be coy about numbers – they hesitate to say how much they want. But a good case statement is clear about goals. It puts the numbers in print – both the big bottom lines and the subtotals for projects or program areas. It also describes financial hurdles the organization faces, the impact a gift can make, the benefits of giving (including naming opportunities, perks or access that can come with a gift), and the ambition aspirations tied to the money you’re asking for now.
Frame it all in compelling copy. Build your case on a theme that’s memorable and succinct. Tell your “Where we came from, where we’re going” story, and share stories of impact and potential impact. Most important, bring your case to life by sharing stories of real people who benefit from your organization. Finally, put it in the context of your audience(s), so they know how the organization affects their lives.
With these four components, you will have the pieces you need to assemble a solid case statement … so long as you infuse them with solid information, sound rationale and a certain amount of storytelling artistry.
A good case statement moves and informs. It appeals to both intellect and emotion. It moves both heart and mind. And, through this blend, it achieves one simple goal: answering the question, “Why?”
