Outline � by Sheila Creth by M95x2W


									                          PROGRAM GUIDE

           Fundamentals of Fundraising: Building
               Capacity for Your Agency

                              Sheila D. Creth
                              February 2009

This guide along with the powerpoint presentation provides the material for
guiding a nonprofit agency (Board and Executive Director) through a process to
establish a solid foundation for building or expanding a fundraising program aimed
at annual giving and/or special projects.

It is not intended for an agency with a well established fundraising program that is
prepared to launch a capital campaign.

The Slide # refer to the page in the powerpoint on which the slide is located.

             And the content for each slide is in a box.

Based on the needs of your client, you may want to change the powerpoint
presentation. If so, please download to another file so that you do not
permanently alter the basic ESC material.

The time estimates are given as a guideline and to assist in helping you to keep
the discussion moving but you will need to be modify as appropriate to the client.

Resources on fundraising are listed at the end to provide a consultant with more
background information on fundraising. It is suggested that you review some of
these materials for additional background and preparation.
        Fundamentals of Fundraising: Building
                Capacity for your Agency


I.   Introduction
        A. Scope of the program
       B. Assessment of Preparation for Fundraising
       C. Giving in 2007
       D. Trends in Philanthropy

II. Fundamentals of Fundraising
      A. Fundraising is a Strategic/Long-Term Effort
      B. Specific Actions Required for Fundraising

III. Donor Development and Cultivation
       A. Responsibility for Developing/Expanding Donors
       B. Donor Identification and Cultivation
       C. Why Donors Give

IV. Defining the Funding Needs of the Organization
       A. Organization must articulate a compelling need
       B. Identify specific purpose and range of funds

V.   Preparing/Refining Communication Plan (45 minutes)
        A. Communication Plan
        B. Case Statement
        C. Use of Case Statement (Letters/Email, Events,
        D. Making the ASK

 VI. Fundraising Plan
      A. Components of a Plan
      B. Budget for Fundraising

VII. Conclusion
      A. Assessment of Preparedness – review
      B. Next Steps for Board
      C. Outcomes for Today – review
      D. Evaluation

 Handouts for Program
     Assessment – Is Your Agency WELL Prepared for Fund
     Sample Donor Letters
     Evaluation Form
     Sample Case Statement

  Resources (for consultant)



      I.   Introduction (20 minutes)

             A. Scope of the program

Slide #2      Objectives of the Program

  Present Basics of Fundraising

  Clarify Role & Responsibilities of Board, Executive Director, Staff & Volunteers

  Demonstrate Ways to Make Fundraising a Satisfying & Enjoyable Activity

  Slide #3
                  Outcomes for Today

     Identify steps to develop & cultivate donors
     Identify components for a communication plan
     Draft key message/s for a case statement
     Review format for a fundraising plan
     Identify priorities for the Executive Director & Board to advance fundraising

      Slide #4 Follow up to this Program
     Develop a Communication Plan
     Write the Case Statement
     Board Fund Development Committee Organized
     Finalize a Fundraising Plan and Budget
     Strengthen Efforts on Cultivating a Donor Base
     Explore and Learn How to Make the ASK
  ESC is available to assist with these steps.

          B. Assessment of Preparation for Fundraising

HANDOUT: Participants should fill this out before presentation begins.
  (3-4 min)
The assessment is for each participant to complete, not to be shared
and is intended to help them recognize what they will need to focus on
most in moving forward with fundraising. And let them know they will
return to this assessment at the end of the program

          C. Giving in 2007

    Slide #5       2007 Charitable Giving chart– (see powerpoint)

          Note: individuals give the most

            D. Some Trends in Philanthropy

Slide # 6
   Competition increasing for $$$
   Donor expectations changing:
      More engagement
      Measurable impact & social value
   Foundations: Interested in agency collaboration
   Public scrutiny greater
   Internet giving growing

  NOTE: Slides #5, 6, 7 [will need to be updated by late Spring 2009
        and in subsequent years. Data is available through

 With the serious economic problems, the following are recent
developments in giving beginning in mid to late 2008 and likely
continuing into 2010.

 SLIDE #7      Recent Developments in Giving
Recession impact

 Giving from individuals is down
 Requests to Foundations is up
 Grants from Foundations are declining in amount and number

But . . .
  Those nonprofits with a clear and compelling case and an established
loyal donor constituency will continue to succeed!

This is not the time to put fundraising on the back burner or to reduce
efforts with current and prospective donors. Instead t following is
needed now more than ever.

SLIDE #8        During the Economic Downturn

Steps for Strengthening Fundraising
    Expand outreach to current donors
    Identify new funding sources
    Refine the organization’s message
    Increase collaboration & partnerships

     Efforts today will pay off in future

     II.   Basics of Fundraising (10 minutes)

  Fundraising is the process of obtaining funds annually and for special
  projects from individuals, foundations and corporations including
  corporate foundations.

  The program does NOT focus on obtaining grants from government
  agencies. Grant writing & securing grants is a separate focus.

  The competition for individual, foundations and corporate funds &
  therefore the process of fundraising is very competitive among non
  profit agencies. You need to understand the process and how best to
  present your agency and its services in order to be successful.

              A. Fundraising is a strategic and long-term effort

Successful fundraising cannot be achieved without long-term planning,
hard work, years of effort and patience. And the process should be tied
to the agency strategic plan/directions.

Slide #9      Fundraising is a Strategic Initiative
   Fundraising requires
       planning and
      commitment from the Board and ED
   Fundraising is not about begging
   Fundraising is about convincing people of the unique contribution the agency
    makes in addressing a real problem or situation.

EXERCISE (10 minutes)
Each participant write a phrase to describe the UNIQUE contribution of
the agency.
Write statements on the easel.

DISCUSS - how informative are the statements? Does it grab your
attention? Does it sell you on the organization?
What is lacking (urgency, significance,uniqueness)? Indicate that the
group will return to this issue throughout the program.

______ ___________________________________________________

          B. Requires Specific Actions

Slide # 10    Basic Steps in Fundraising

  1. Board Leadership
  2. Build or Expand the donor base
  3. Develop a Communication Plan and Case Statement
  4. Establish a Fundraising Plan with a budget
  5. Put Fundraising Plan into action

    III. Donor Development & Cultivation

          A. . Responsibility for developing/expanding the
                  donor group:

Slide # 11 Donor Development & Cultivation is a Shared
          Executive Director
          Agency Staff

    While the success of fundraising is shared, it is necessary to
    develop a specific leadership and goals to achieve success.

Slide #12 Board Leadership is essential

   Board commitment and leadership are essential
   Fund Development Committee exists
      (may have non-Board members)
   Leader/s for donor development identified
     (should be a Board member)

Ask participants if the agency has a Board Development Committee &
How it is working and what is needed.

If no Committee, invite discussion around establishing such a committee
and the value.

        B. Donor Identification and Cultivation

Slide #13 What Required to attract donors
 Even established & known agencies must earn support of donors

 Agency must be successful and perceived as effective –
          no one gives to a “ sinking ship”

 Services must deliver value to the individual and the community

Slide #14 Fundraising is about Raising Friends not just $$

   Potential donors are people who know and respect the organization (board,
    staff and volunteers)
   Potential donors are treated with courtesy, respect
   Potential donors are courted
   Potential donors are not “cash crops” waiting to be harvested – they are
    prospective friends of the organization
       Fundraising = Building Relationships

     Donor development is an ongoing, constant activity –identifying
     and adding new donors, communicating with and maintaining
     existing donors.

     An estimated ten (10) percent of donors are lost by an
     agency each year. In order to build a donor base, the
     number of new donors must exceed the 10% .

     Slide # 15 Giving Pyramid: Donor Development &
     Cultivation (see below)




    (Observation of Institution’s Activities)

        (Affiliation with the Institution)


{Five I’s of Donor Cultivation, J.F. Smith Group, Inc.}

     This process of donor identification and development requires

     Slide # 16      Donor Development and Cultivation
       Requires that individuals, foundations & corporations are
        Made aware of the organization
        Convinced to make a first gift
        Nurtured
        Made to feel a part of the organization
        Moved up in the donor pyramid
        Recognized for their contributions
        Used to bring others into the organization as donors

     DISCUSSION: (5 minutes)
     How effective is your organization in these areas? Where is
     improvement needed?

      Strategies for expanding the donor base should include
     the following

Slide # 17 Building and Expanding the Donor Base
     Horizontal development – add many more contributors
                               at small giving levels ($25-$200)

     Vertical development – identify significant contributors
                               for leadership gifts ($1000-$20,000)

                Both approaches are needed!

[NOTE: The approach will be different if conducting a capital campaign
in which millions of dollars is the goal & significant contributions are

Typically in a capital campaign, the guideline is 40-60% committed
before you go public and this means that Vertical development is much
greater than with an annual or special project campaigns.]

Where are the prospective donors?

Slide #18 and #19
    Donor Identification Sources

    Board – current & past
    Staff                                      1st Tier

    Previous Donors
    Event Attendees                            2nd Tier
    Clients and Families
    Friends, Acquaintances

    Business journals
    Local, Regional, National Businesses
    Business executives
    Chamber of Commerce Lists
    Professional & Service Organizations        3rd Tier
    Newspaper Articles
      Business Contributions
      Individual Contributions
      Community Events
      Social Events

EXERCISE: (10 Min)

Working alone each board member develop a list of potential donors
within the broad categories at Tier 2 and - if time - Tier 3.

Alternative: put participants into groups: individual donor identification,
business identification, foundation identification) This works if the group
is large enough.

The people/groups identified: individuals served by the agency,
community leaders, prominent members of the community, groups such
as churches, businesses, foundations. How difficult was this and why?

Slide # 20     Making and Keeping Friends
   Involvement – Board, Executive Director, Staff, Volunteers
   Strategy – planned, purposeful
   Systematic – follow up essential
   Coordination – responsibility & reporting
   Inclusion – previous, current & prospective donors
   Communication – all methods

  Note:      Process for Foundation & Corporations may be
             different in terms of scheduling but same guidelines
             apply: systematic, coordinated & strategic.

What are ways that your agency keeps friends/donors – what do you do
well in terms of involvement and follow up letting individuals know how
their support makes a difference?

What are ways the agency could improve donor contact & involvement?
          C. Why Donors Give

       It is important to understand why individuals, foundations &
       businesses provide funds for non profit agencies.

  DISCUSSION: (3-4 min)
  Ask the participants for one/two reasons why they give & put
   answers on easel. (you will use this in a moment)

Slide # 21 Consider the Donor: Why ‘We’ Give
      Feel a sense of value and satisfaction
      Make a difference
      Give something back to the community
      Fulfill a responsibility
      Desire to be a leader in the community
      Connect with others who share same interests & passions
      Benefit from tax advantages

  Research by economist found that individuals give for two primary
  reasons: “warm glow” and to be “part of a larger cause.”

       [NY Times Magazine , 3/9/08 – David Leonhardt]

FACILITATOR REVIEW: How do the reasons above compare to the
reasons why the participants say they give – see easel.

Giving is a personal ACT – and while each person is unique in his/her
reasons for giving all share one or more of the following motivations

      If we focus on the WHY people give it becomes somewhat
      easier or Less daunting to ASK because we each give when it meets
      a need or interest of ours.

  We will return to the topic of MAKING THE ASK a little later.
  IV. Defining the Funding Needs of the Organization (15)

  In order to raise money, those involved need to be knowledgeable
  about the organization – it mission and vision, goals, the programs
  operations and financial picture, and the impact the agency has on
  clients and the larger community.

        A. Organization must articulate a compelling need

Slide # 22      First Things First: Articulate a Compelling Need

 Clear and compelling need for funds has been articulated
 Everyone understands the need and can describe it with enthusiasm
 Need is described as having an immediate as well as long-term benefit to clients
  and the larger community
 Need is sufficiently compelling that Board members are willing to contribute

DISCUSSION: (Brief few minutes only)
Ask participants to indicate a compelling need. Most will mention how
funds will be used. The point to make is that a building, more staff, etc.
are not compelling needs.

 A compelling need is the benefit to clients & the community. How will a
new building or more staff make a difference in delivery of services.

Donors need to understand that funds will be used for a building or
additional staff or equipment but the compelling need is SERVICE.

        B. Identify specific purpose of funds needed

When beginning or expanding a fundraising effort, it may be necessary
to identify a project or activity or need that is NOT the most critical but
will gain attention and commitment of potential donors.

Whether the agency is building or expanding an annual fund approach
or raising funds for a specific project, the following is needed.

Slide # 23 Purpose for Funds Clearly Articulated
 Describe the specific purpose (programs, services) for which you want to raise
   money (add service/s, expand people covered by services, add staff, etc.)
 Describe whether funds needed are a one-time need or required
     over a period of time
Describe the impact or difference the donors contribution will make

EXERCISE: (10 minutes)
 Participants work in pairs or group of three to develop a statement of
need for funds
1) Discuss and identify what they believe is a specific
     program/service that should be supported in a fundraising effort.
2) Describe service/program and the specific needs (additional
   staff, outreach effort, space, etc.)
3) Identify a funding level of need (one time amount, continuing
     funding, etc.)
Discussion Have each small group describe their fundraising need
and have others respond to whether they would be attracted to give $$.


The next ingredients in preparing or strengthening fundraising is:
Slide #24    Other Basics in Fundraising
   Communication Plan What does the community know about
   your programs, successes, contributions

  Fundraising Plan What do you know about current and
  potential donors, how will you approach different donors, how
  many donors do you need to meet the fundraising goal

           V.   Preparing/Refining Communication Plan (45)

Before initiating fundraising – an annual appeal or a specific request to a
foundation – it is important that the prospective donor/s already know
about your agency and the work you do.

                  A. Communication Plan

Slide # 25       What is a Communication Plan ?
   Document that helps to guide an organization’s efforts to create clear,
    coordinated and effective communication.
   Communication plan may be used for both internal audience (Board, staff,
    volunteers) as well as external audience (clients, community, donors, etc.).

In developing or refining a communication plan, there are several

Slide # 26        Why you need a communication plan
 Focus your resources on most important communication
     priorities and activities;
 Promote clear thinking and clear messages;
 Maintain consistent messages;
 Ensure that everyone is on the same page when they
   communicate internally, externally;
 Help frame public perception of the agency;
 Be able to respond to a crisis.

Depending on the message and objectives, the communication plan for
fundraising should cover:

   Slide # 27 Focus of a communication plan
  Depending on the message and objectives, the communication plan for
  fundraising should cover

  Media Strategy (newspaper, radio, TV)
  Direct Mail and E-Mail
  Special Events
  Presentations to Local Organizations & Groups


Does this agency have a communication plan?

How do they inform and educate the community about their services
and the value of these services?

Does everyone (Board, staff, volunteers) have a clear message that is
represented to the community about the services and value of the

In addition, when developing a communication plan for fundraising a
CASE STATEMENT is also needed.

       B.    Case Statement: What is It, Why Is Needed?

Slide # 28        Communication plan for fundraising should also

A CASE statement is a document that makes the CASE for why donors
should give to your agency!

Case Statement should:


    Information for Case Statement

     Slide # 29 Information to Develop a Case Statement
    Mission
    Vision
    Values
    Strategic plan
    Data on those served
    Trends
    Existing and emerging needs
    Organization history
    Description of program and services
    Proof that programs and services make a difference
    Financial information

             2.    Designing the Case Statement

 A case statement should be brief (no more than two pages) while
including information as well as an appeal that reaches the donor in an
emotional way.

  Slide # 30        Questions to Address in a Case Statement
  Why us? - what is unique about what your agency
             financial support?
  Why now? - what has changed & why a greater need
  Why you? - this is the donor focus. Why is the donor critical to
               your vision?

Slide # 31 Components of a Case Statement
Case statement is a story with a
     Beginning – presents the problem/solution

     Middle - supports the problem/solution with evidence

     End- call to action and shift responsibility to donor

Slide # 32 Making Your Case – What Interests the Donor

     Accomplishments – what have you done with my money?

     Vision - what could you do with my money?

     Recognition – did my support matter? Am I (the donor)

     Efficiency – can I trust you with my money?

In writing a case statement it is important to speak to the heart.

Slide #33      Connect with your audience
“Even if you have reams of evidence remember:
     Numbers numb
    Jargon jars
    Nobody ever marched on Washington because of a pie chart

     “If you want to connect to your audience,
                  tell them a story.”

Andy Goodman

Slide # 34      Emotional “triggers” in Case Statement
   Hope                       Compassion
     Faith                        Love

         Being Part of a Larger Cause

                “Warm Glow”

DISCUSSION: 10-12 minutes
provide a sample case statement and ask the group to identify
what they find compelling, informative about these statements.
What got your attention in a positive way?
What did you find about the case statement that lost your attention?

List on the easel.

HANDOUT: Components of a Case Statement

    (handout not req’d if participants have copy of all slides)
EXERCISE (15 minutes)
Have individuals work in small groups (2/3) to draft the key message/s
to include in a case statement.

DISCUSSION:       (5-6 MIN)

share statements and discuss.
   Do the key messages grab their attention?
   Is the need, urgency clear?
   Is the unique position of your agency made?


USE of the Case Statement (a document, brochure, flyer)

Everyone should be familiar with the case statement - Board, ED, Staff,
Volunteers - to be sure everyone singing the same song and that
everyone is able to promote the fundraising effort. Also use in
   Direct mail
   Handout at meetings with corporations, foundations or to
      send in the mail with a cover letter
   Available on website (in some modified version)
   Developing the Elevator speech

FACILITATOR – use slides #35 - #36 for discussion

Slide #35       Ways to Connect Donors
     Letters and/or email
     Presentations to Groups
     Individual meetings
     Newsletter
     Website
     Events
     New technologies (Face Book, etc.)

  Ask what ways the agency currently uses to connect to their donors.

 Slide # 36 Letters and Email
   Advantages to letters and/or email
   Content – what to say, how much to say
    Be informative
    Be clear and direct if asking for contribution
    Acknowledge past support
    Be as personal as possible with donor/s
    State how their help makes a difference
   Who should sign the letters and/or email
   When to send email or letter/s

 Distribute sample donor solicitation letters and donor thank you

 Have participants discuss these – what is effective, etc.

 How have they used emai or facebook, etc.? Are the potential donors
 likely to respond to email, facebook, etc.?

Slide # 37 Events
   Determine purpose of an Event
     Marketing or Fundraising
   Setting a budget for an Event
      Staff, Publicity, Printing, Logistics
   Follow up planned prior to event
   Evaluating the outcome/success of Event
       Dollars raised exceeded costs by __%
       Total number of potential donors added
        Achieved community awareness

What types of events have they held – how successful & how measured
in terms of new donors, dollars raised in relation to costs?

     Slide # 38 Presentations
Communicating the services, value and needs to
groups can be a way to generate knowledge about
and interest in the agency.

   Professional and service organizations
   Church groups
   Educational groups
   Business groups
Do members of the Board or the ED give presentations/talks to local
groups to educate people about the agency?

Identify potential groups that might be approached – list on the easel.

     C. Making the ASK

DISCUSSION (before showing the slide)
ASK participations:
Are they uncomfortable & why to ask for a donation for their agency?

Ask if they have ever sold Girl Scout cookies or tickets to help the Band
go to Europe (other examples). What is the difference in these
requests to friends, colleagues for a donation and asking for donations
to the agency?

What techniques have helped participants in making the ask?
Recognizing why people give, helps in making the “ASK.”

Also important to remember why YOU are committed, passionate
about the agency & remember you are not asking for yourself but for
others who have needs
Here are some TIPS on making the ASK.

  Slide # 39 Tips on Making the Ask
     Asking for Contributions is a Learned Skill!
    Do your homework: know the donor!
    Remember why you are enthusiastic about the agency for which you will ask
     for a donation.
    Make a compelling case and deliver with conviction.
    Present your case: focus on problem/situation your clients face and the
     solution you have in mind, the difference it will make for them, why you are
     unique to do this and total cost

    Slide # 40 Tips on Making the Ask continued

    Ask for a specific amount of money.
    Then be silent – wait.
    Be prepared for various responses
    Always be polite, appreciative for the time.
    Send thank you note no matter the response.
    Follow up in some way – keep person on mailing list, invite to events, etc.
     Keep informed.

    Have participants talk about how these TIPS might help them –
    approaches they have found to be useful. Or ideas to lessen the
    discomfort when asking for support for the agency.

    ROLE PLAY for Making the ASK.


     Have group work on developing an elevator speech about the agency
    and why the individual consider a contribution.

NEXT STEPS - once all of the following are in place there is still
more to be accomplished to conduct a successful fundraising effort.

Slide # 41       Preparation – Next Steps

When the following is in place for fundraising:
 Communication Plan and a Case Statement
 Board Leadership and Development Committee established and ready to
 Requirements to build or expand the donor base are understood
 Why People Give and the basics of Making the Ask are understood
  You still need a Fundraising Plan!

 Once these pieces are in place you are prepared for a strategic and
 organized approach to fundraising.

 Next – develop a fundraising plan.

           VI. Fundraising Plan

                  A. Components of a Plan

 Slide # 42 Develop a fundraising plan requires the following:
     Specific dollar goals and timetable for each donor level and donor group
     Number of donors needed to meet the goals
     Strategies determined to achieve goals
     Timeline with tasks and name of responsible individual/s identified
     Schedule for progress review set
     Fundraising budget agreed on
     Donor funds should be part of annual budget

FACILITATOR: Ask if the agency has a fundraising plan? If yes, then
ask to describe format and how helpful it is or what is needed.

 Slide #43     Sample Fundraising Plan
  Fund Development Plan 2009 Total Goal: $

  First Quarter        January-March             Goal: $

  Group           # & Amount         Responsible           Dollar Goal
                  100 $25-50
                  100 $100-400
                    50 $500-1000

Foundations & Corp.
                           Total Quarter Goal:             $$$$$$$$$$

Slide #44 Another fundraising plan

Strategy    $ Goal      Audience         When     Who          Cost

House      $3,000       New Donors        Sept     Board       $

Major      $          New/Current       June       Staff       $

Direct Mail $         New Donor

                     Current Donor

Major       $          Businesses

  DISCUSSION - (10 min) (if time)
   Questions/Responses to the concept of a fundraising plan.

   Do they have a plan? Are costs included? Is it clear who is
   responsible for specific strategies/activities?

    B. Budget for Fundraising Program

 A budget allows for responsible allocation of resources
 and the ability to weigh the costs of fundraising in relation
 to the dollars raised in each year to measure whether or not
 the goal for fundraising has been achieved.

The budget should include the following:
 Slide # 45
                      FUNDRAISING BUDGET
  Salaries (%)
     Executive Director
     Development Director
     Support Staff
     Direct mail appeals
     Annual report
     Postage: 1st class   Bulk

  Slide #46      Budget continued
  Entertainment (for donors)
      Rental space

Slide #47       Value of Fundraising Budget
A budget permits the Board to assess fully the progress made in
raising funds for the agency.

 A budget allows funds raised to be incorporated into the agency
annual budget


             A. Assessment of Fundraising Preparedness

Ask participants to go back to the assessment completed at the
beginning of the program and to reassess where they are in preparation
for fundraising by answering the questions again. (2-3 min)

Based on where you assess you & your agency are in preparedness,
what do you need to do next – what is the most pressing action that
must be taken in the next several months.


Slide # 48    Next steps for the Board
Action                    by When                    by Whom_______

Have participants discuss a list of actions that the Board should take
following this program. List these on the easel.

At the next Board meeting – or Fund Development Committee meeting -
this list should be
           Finalized
           Deadlines established
           Responsible individuals identified


    Slide #49     Outcomes Today

   Identify steps to develop & cultivate donors
   Identify components for a communication plan
   Draft key message/s for a case statement
   Review format for a fundraising plan
   Identify priorities for the Executive Director & Board to
    advance fundraising

REVIEW: Review what has been accomplished in relation to
the stated outcomes for the day presented at the beginning.
Ask for any comments from participants.

Conclude with
  Slide # 50 Fundraising = Heavy Lifting

 But rewarding when you achieve success!

    If time, invite any questions or comments from participants.

      Allow 5 minutes to complete evaluation form.

                 ESC Program on Fundraising Evaluation

                                                         (low) (high)
                                                          1 2 3 4 5
1. What topics did you find helpful about the meeting?
    Defining Compelling Need for Funds
    Communication Plan information
     Developing Case Statement key points
    Donor Cultivation & Identification Strategies
    Components for a Fundraising Plan
    Other (explain)

2. What should we have spent more time on?

3. What should we have spent less time on?

4. Do you feel that everyone had an opportunity -
   including you - to contribute to the discussion?      Yes __ no __
    If not, what would have helped to generate more

                                                      (low)    (high)
5. To what extent did this program meet your             1 2 3 4 5
    expectations based on stated objectives
    and outcomes?

                                                      (low)   (high)
6. How do you evaluate the facilitators                 1 2 3 4 5
    Knowledge of the Topic
    Communicating Information
    Gaining participation
        (use other side for additional comments)

                 Components of a Case Statement
The Case Statement is a cornerstone of any viable fundraising initiative. It is often
said that you never get a second chance to make a first impression and the case
statement is often the first opportunity to present your reasons for fundraising to a
potential individual donor or other funding source. It is also the most effective
means of justifying your reason for operating and for seeking support.

Case Statements should be brief whether it is used to develop a brochure
or as an enclosure with a letter. It should be compelling.


Information needed to write a case statement
    Strategic Plan: Mission Vision Values
    Data on those served
    Trends - existing and emerging needs
    Organization history
    Description of programs and services
    Proof that programs and services make a difference
    Financial information

Questions to address in Case Statement
   Why us? - what is unique about what your organization is accomplishing to
     compel donors to provide financial support
   Why now? - what has changed and why is there a greater need for
     financial support
   Why you? - this is the donor focus. Why is the donor critical to your
     vision? What are some emotional points to make to the donor

Case statement is a story with a
   Beginning – presents the problem and solution
   Middle - supports the problem and solution with evidence
   End- calls people to action, shifts responsibility to donor

What interests the donor:
  Accomplishments – what have you done
  Vision - what could you do with my money
  Recognition – did my support matter and am I (the donor) important
  Efficiency – can I trust you with my money

Assessment - Is Your Agency WELL Prepared for Fundraising?

 Do you have a compelling funding need to present?
    Yes ___ No ____ Uncertain ____

 Has an agreed dollar goal and specific purpose been established for funds
     Yes ___ No ____ Uncertain ____

 Is the Executive Director ready to devote time & effort?
      Yes ___ No ____ Uncertain ____

 Is there Board leadership for the fundraising effort?
      Yes ___ No ___ Uncertain ___

 Is the full Board ready to devote time & effort and to make a personal
      Yes ___ No ___ Uncertain ___

 Does a communication plan exist?
     Yes ___ No ___ Uncertain ___

 Is there a case statement?
      Yes ___ No ___ Uncertain ___

 Has a donor development and cultivation process been established?
     Yes ___ No ___ Uncertain ___

 Do you have a process for donor recognition and involvement?
     Yes ___ No ___ Uncertain ___

 Is everyone associated with the agency informed and involved in
  fundraising? (Staff, Board, Volunteers, Parents)
      Yes ___ No ___ Uncertain

 Is there a fundraising plan, including a budget?
       Yes ___ No ___ Uncertain


There are literally hundreds of helpful sources (print and online) available on
specific aspects of fundraising. I am listing a small number of these from the
 Tony Poderis Fundraising Forum – provides an entire “book” online
   with a great deal of information – not copyrighted, free.

 Network for Good. Excellent online resource. Sign up for periodic
  newsletters which have lots of helpful ideas on many aspects of

 Chronicle of Philanthropy
While you have to join to get access to all materials, there are a number of
resources available online for free.

 J.F.Smith Group – fundraising consultants with a website that provides
   a good bit of useful information. Two pages on this site:


 Information on “Giving Circles”


 GivingUSA Foundation - Provides overview charitable giving in the US.

 ABOUT: Nonprofit Charitable Orgs


 PND: Philanthropy News Digest


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