Do you remember that “GOT MILK?” ad campaign? I can still see those faces with white upper lips!

It was a very effective campaign. But what might milk have to do with a CASE FOR SUPPORT, sometimes called a “Case Statement”?

And by the way, what IS a case for support?

A case statement for support, in the world of fund raising nonprofits, is a versatile document traditionally used in capital campaigns. It describes

· why the organization’s work is important

· who the organization helps

· the important services it provides

· the issues and causes it addresses

· its track record and major accomplishments

· the organization leadership’s vision for the future

· what the group’s been doing recently

· how donors and funders can make a difference through their gifts

· why gifts are needed now and in the future

You may ask, why would the case for support be used only in a capital campaign?

These days, case statements are not just for special campaigns. As long as it is updated regularly – probably every year – a case statement can be used frequently and for many purposes, the following among them:

· to freshen up the organization’s fundraising appeal

· to set messaging annually for fundraising letters, e-mails, events, etc.

· as source language for foundation proposals (even on-line applications)

· as source language for letter proposals to major donors

· as a focus for small groups of donors to discuss and give feedback

· as a leave-behind piece following a donor or prospect visit

But it’s got to be good – and fun to read.

Along with compelling prose, make sure that your case for support communicates visually. Include photographs of the people, animals, buildings, or natural environments your mission benefits. Include at least one or two charts or graphs with simple messages reflecting your impact. If you plan to build a new building, include a simple plan. If you are going to publish your case statement, make sure it is attractive and inviting to the reader. (Some groups don’t publish the case statement every year, but instead simply use it as source material for other published materials.)

A case statement for support should be about 5 – 10 pages in length. Well-written and up-to-date, it can be the core external document of your fund-raising program. Any organization – even small, new, or all-volunteer organizations – can have one. The Board Chair of one of my clients is a very talented writer, and she personally undertook the task of drafting a case statement. In addition to being a talented writer, however, she was one of the founders of the organization, and brings huge passion to the project. I guarantee their case statement is terrific.

I hope I’ve convinced you that a case statement is just like milk – versatile, basic, and good for you. And with no embarrassing white upper lip!