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The Case for Support

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The Case for Support. May 12, 2003. © Tamarack – An Institute for Community Engagement & Wayne Hussey Consulting Inc. 2003. Remember, doing good is not enough. There are more than 80,000 charities in Canada Each is empowered to raise funds through donations and philanthropy

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slide1
The Case for Support

May 12, 2003

© Tamarack – An Institute for Community Engagement & Wayne Hussey Consulting Inc. 2003.

slide2
Remember, doing good is not enough
  • There are more than 80,000 charities in Canada
  • Each is empowered to raise funds through donations and philanthropy
  • Though Canada is one of the most generous countries on earth in terms of giving of our time and money, we are competing for potential donors and potential leaders
  • The difference between a successful Campaign and a failed campaign is in following the pre-conditions for success
  • We must communicate our needs effectively
slide3
The Case for Support is…
  • A document or kit of information that provides the prospective donor with all of the information they need to consider making a gift
  • A leave behind “tool”
  • Another expression of the culture of the cause
  • A way of answering the tough questions before they are asked
  • A critical pre-condition for success
  • An exercise in discovery and discipline – everyone must agree to it before you go out
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The Four Key Questions
  • What is your track record of performance? (Why should I have confidence in you?)
  • What are your urgent and compelling needs? (Why do you need more/my money?)
  • Who will benefit from my gift and how? (What impact will I have through my gift?)
  • How will I know you will actually deliver what you are promising? (How will you demonstrate the delivery of the benefits you say I will leverage?)
  • A good case pre-empts all of these questions
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Track Record of Performance
  • Identify the success you have had in the past and are currently producing – how good at doing good are you?
  • Quantify it and qualify it
  • Testimonials
  • Customer/client references
  • Money talks – show the financials
  • Demonstrate effectiveness (# of homeruns)
  • Demonstrate efficiency (homeruns per at bats)
  • Don’t be shy but tell the truth
slide6
Urgent and Compelling Need
  • Tell it in facts
  • Tell it in emotion – but not just emotion
  • Consider Supply and Demand – need is not stated by the fact that the government cut our funds
  • Explain how all current funds are used well but simply cannot meet the needs that we are trying to address
  • Explain what happens if the needs aren’t met
  • Be ready to defend duplication
  • Focus on partnerships
  • Don’t blame anyone for the unmet needs
  • Why are you best to address the need
slide7
The Benefits
  • Differentiate between features and benefits
  • Specifically, who will be affected by donations and how – provide numbers and impacts
  • Don’t hide administration – explain it as a small part of the costs but it is a cost of doing business
  • Explain the cost of raising funds
  • Do not guarantee outcomes
  • Promise effort
  • Implicate donors as part of the effort
  • Tell them how they will personally benefit by participating in this program
slide8
Delivering Benefits
  • The wisest and most sincere form of demonstrating that you are delivering the outcomes you promised is through frequent and ongoing communication
  • Face to face if always best
  • Show them the projects – have them touch the projects (wild game pie)
  • Share problems with donors – they have invested in this and will want to help solve them
  • Celebrate success
  • Develop measures of success and keep the score card
slide9
The Package
  • There are no more “rules” about the Case for Support
  • Ensure it reflects your culture – brand must be livable
  • Ensure that it can be fully customized
  • Use technology
  • Use colour and photographs
  • Consider a CD-Rom version and a video version
  • Have a way to provide inserts and appendices
  • Have a banker review it before it goes to print
  • Many names – Case, Prospectus, Project Outline, etc.
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Using the Case
  • Ideally a Case should always be presented in person (remember if you are soliciting, the Case should have been delivered in an earlier contact)
  • Is a tool to generate discussion
  • Look for moments of affirmation and support
  • Listen for content areas that are not effectively explained and need supporting documentation
  • If prospects demonstrate interest in certain areas of the Case have pre-determined next step ideas in mind
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The Other Stuff
  • Annual Reports
  • Profiles of leaders
  • References and referees
  • Pictures and schematics
  • Project summaries
  • Expert articles that help explain or justifies issues pertinent to your cause
  • Newspaper articles or other positive media
  • Your strategic plan
  • Your values
slide12
The Case for Support

May 12, 2003

© Tamarack – An Institute for Community Engagement & Wayne Hussey Consulting Inc. 2003.

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