The Case for Support

1. The Case for Support May 12, 2003 © Tamarack – An Institute for Community Engagement & Wayne Hussey Consulting Inc. 2003.

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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.

10. 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

11. 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

12. The Case for Support May 12, 2003 © Tamarack – An Institute for Community Engagement & Wayne Hussey Consulting Inc. 2003.