Hello. I'm Jason Wohlman, the Associate Vice Chancellor for University Development at the University of California, Davis, and at today's module, we're going to discuss a little bit about how to develop an effective case statement for support. Our objectives in this module are: what is the definition of a case statement, we'll discuss the components of an effective case statement, how to distinguish between organizational vision, goals and objectives, variations and uses for your case statement once it's completed, and then, finally, we'll discuss elevator speeches, what are they and how do you craft them. First and foremost, what is a case statement? An effective case statement is the cornerstone of any successful development program. It can often be called a case for support. And again, it is key to any successful fundraising effort. Effective case statements are a mixture of emotionally compelling stories and facts, that support your claim that your organization is the most viable source for making them happen. Effective case statement will enable a donor to see that your organization's vision is consistent with their core values and interests. It should project a bold vision for the future and invite prospective donors to experience that vision in a personally significant manner. It should always focus on your organization's strengths and not its needs. Avoid the sinking ship mentality. Your case should focus on the positive influence your organization is making to society and highlight the ability to have an even greater impact. A list of needs is non inspiring and leads to that sinking ship mentality. Perhaps, the only public entity that's been successful in using what I would consider a sinking ship case statement is public broadcasting. While this case statement component is not utilized for their core donors who are with them on a regular basis, if you think in terms of their telethons, or their opportunities to call in, often, they're related to "Please keep this show on the air." The show that most people are concerned about, of course, is Sesame Street. Why does this sinking ship mentality work? Because the prospects, who care whether or not Sesame Street is on television, have a tendency to continue to change. For example, when my children were younger, if Elmo was going to leave, that was a significant issue in our house and, of course, I will support you. As those children grow older, I'm not necessarily as concerned but there has been a brand new prospect pool who's come in, who want to make certain that they maintain Elmo on TV. Unless you have Elmo, try to stay away from the sinking ship mentality. Your case statement should always have clarity and simply put, effective fundraising as a result of telling your story. How do we appeal to donors? Donors look for compelling initiatives to support. Well-known philanthropist, Alex Banhaus, I think says it best when he said "I never give because I think there is a need. There are a lot of needs. I give because it's a program I'm interested in and I think I can make a real difference." Far too often, many organizations fail to take into account the personal reasons why donors make their gifts when writing their case statements. The result is an internal document that, at best, defines what the organization does and what it perceives its needs to be. Effective case statements provide a personal appeal to the donors. It shows the value of their investment and the impact that the organization's success will have in their own lives. It is important that the case statement demonstrates how their support will lead to a measurable positive outcome. Ultimately, our goal is to move your perspective donor from seeing our objectives, as being someone else's, into their own. Provide them with an opportunity to view the outcomes of your program as being something that we accomplished. To recap, again, remember to make your program personal. Translate enthusiasm to the prospective donor. Tie your initiative to measurable and impactful outcomes and attempt to move your perspective donor to we statements. Now that we have discussed what an effective case statement is, let's take a moment to think about what a case statement is not. Remember, it is not a strategic plan for your organization, it is not an epic novel, and it is not static. Strategic plans are inwardly focused to your organization. Keep in mind, case statements are for an external audience. Effective case statements are not long, 2-7 pages. Longer versions should include graphics photo and other design elements. Remember, case statements need to contain accurate information and must be updated periodically. They must also allow for a prospective donor to believe they can still have input into your objectives. Visions, goals and objectives, and how are they different. The terms vision, goal, and objectives are often used in an interchangeable manner, when in reality, they are each distinct components to your case statement and each play an important role. Let's talk a bit about their differences. Your vision statement. A vision statement is a big bold statement that projects the future. It inspires, it's aspirational, yet, it's simple. Goals outline the areas that are key to achieving that vision. They're broad based and describe future opportunities and they may include many separate projects or programs. Finally, your objectives. Objectives define what success is, in reaching your goals and what that would look like. They help determine the allocation of time and resources for your organization. Rotary International is an excellent example of an organization distinguishing between vision, goals, and objectives, in an effective manner to engage their donors. Their bold and concise vision: eradicate polio from the planet. A huge undertaking that has an obvious benefit to our global society. Their goals, to advocate for their cause with governments and global decision makers, to fundraise to support their objectives, and educate the population on the threat and possibility to achieve their vision of a polio-free world. Their objectives are specifically outlined in a strategic plan with emphasis placed on eradication efforts in the last three countries in the world that are known to be at risk, Afghanistan, Nigeria and Pakistan. To outline their vision to eradicate polio, Rotary International does a very effective job of outlining all three unique objectives on their website. Let's take a look at those three in a little bit more depth. The first to advocate. Rotary International acknowledges the fact that to end polio is a massive effort that will require partners from across the world, that their organization cannot do it alone. Specifically, here in this section, they're asking potential donors to help secure support from governments and other non-governmental organizations, corporations and the public. How they might ask you to do that? They give you very specific and tangible ways to interact with the organization. First, they encourage you to share your voice. They provide you with specific items that are facts about polio, ask you to spread those facts via your social networks, throughout your local community, and to your local press and government. Secondly, Rotary International, being a club-based organization, encourages its members to invite policy makers from their local governments to come to their local Rotary Club meetings to discuss the progress in this fight against polio and how they might make history in supporting its fight to end it. Share your story. They ask individual people, who have their own personal reasons for supporting this fight to share it. They give them access and a venue to share their story about why this fight for polio is so very critical and crucial to them. Further in their web site, Rotary International outlines its second objective. Perhaps, it's most crucial in this case for support, that being fundraising. They articulate the fact that they have a unique opportunity in a partnership with the Bill and Melinda Gates Foundation, that through them and over a five-year period, every dollar committed to this polio eradication project will become three dollars, thanks to a two-to-one match by the Gates Foundation. Further on this website, they offer individuals other opportunities to engage in a financial way by purchasing items such as t-shirts and pins and other materials to show their support and assist in their mission.
