Your case statement captures the need, logic, and heart of your capital campaign all in one place. It is a persuasive piece that serves as the foundation for creating campaign donor appeals, grant applications, and other campaign materials. An effective case statement gives a compelling summary of why your organization exists and deserves philanthropic support; and then lays out your campaign vision, why your cause matters, and how donors can support you. Here are the key components of an effective case statement.
1. Determine your audience
Before drafting your case statement, understand who your target audience is. Are they long-time supporters, new prospects, or community leaders? How much backstory and context do they need about your work? What are our shared values, interests, and priorities? What is their understanding of your work? Why do they care about your cause? How can you frame your message to align and resonate? Is there an opportunity for you to inform and enrich their perspective in a positive way? Be sure to tell affirmative stories and focus on positive solutions.
2. Illustrate community need
This isn’t about what your organization needs - it’s about the needs of the community you serve. What challenges is your community facing? This is a great opportunity to use external data and facts to persuasively illustrate complicated problems and add credibility. This is especially important if your audience is unfamiliar with or even misinformed about your issue area.
3. Why us & why now?
Position your organization at the forefront of addressing your identified community needs. Why is your approach the best solution to address the current and future community needs? Discuss your organization’s track record of success for meeting community needs and how, through this campaign, you will be able to better address them now and in the future. Create a sense of urgency! Why can’t this wait?
4. What’s our plan?
This is where you get into the concrete, actionable details. What programs, services, spaces, or funding are you adding or expanding? Why is this plan best for addressing need and maximizing impact? What are your timeline, project, and partnerships?
5. Showcase the Impact
Illustrate the positive outcomes of the campaign. Explain how the project will make a difference in the community or for the beneficiaries of your organization. How will the lives of individuals be transformed? Use testimonials, case studies, metrics or success stories to demonstrate the potential impact and the value that will be created for the community. How will the world be different because of the campaign?
6. Call to Action
A strong Case for Support should always end with a clear call to action. Why do you need their support to make this vision possible? Why now? Encourage potential donors to take specific steps, whether it’s making a donation, attending an event, or volunteering. Make it easy for them to take action by providing clear instructions and contact information.
7. Refine & Revise
As you develop your case, test it with key stakeholders to check that it is effective. Continue to refine your case to be clear, simple, and affirming. An iterative process will help you develop a strong, effective case statement that you will rely on for the entirety of your campaign!
Need support developing your case statement? Ostara's seasoned team can work with you to craft an effective and compelling case. We'd love to hear from you - drop us a note.