communicating for impact
DESCRIPTION
Communicating for impact. The Case Statement. PLEAC Conference October 25, 2012. By: Cathy Mann, CFRE. What is a case statement?. A n INTERNAL fundraising document outlining : What your organization stands for Why you need to raise money What exactly you are raising money for - PowerPoint PPT PresentationTRANSCRIPT
By: Cathy Mann, CFRE
The Case Statement
What is a case statement?
Why should you care?
Who uses it?
Example
Real life outcomes
• Everyone in the organization began to think differently about what the organization did
• Everyone within the organization began to use a common language, e.g.:
• Support people• Build community• Facilitate collaboration
• Greater sense of pride about their accomplishments b/c they were more clearly articulated
What was missing?
Until we understood the “what and how”, it didn’t occur to us to ask “why”. “Why” is the most important question.
*Simon Sinek – “Start with Why”
Our “why”: We believe where you live should not limit your opportunities in life
What was missing?
2nd most important question:
“WIIFM”
We attempt to answer this donor question in the case statement, also.
Result?
(why) We believe where you live should not limit your opportunities in life.
(what) So we • Support people• Build community
(how)• By facilitating collaboration
(WIIFM)• We’re changing the way the charitable sector works and
we have created a model that leads to change.
For those who don’t get the lingo
Example
Outputs
A book describing the model
Outputs
Capital campaign brochure
Outputs
Capital campaign brochure
Outputs
Fast Facts
Home page
Outputs
The Storefront’s web site
It’s not perfect
• Few resources so look and feel is still not entirely consistent. Still contingent on who is delivering the message
• It’s a journey. No matter how well you do communications, it’s easy to get criticized.
• A good case statement can help you keep some of the diffusion contained.