National Harbor Case Statement Investigation
Our investigators Kathy Swayze, CFRE Impact Communications Matt Brown Schultz & Williams Charlotte Meyer Ocean Conservancy
Case for Support: Why you need one
What story do you need to tell? HOW will the world be better when your organization completes its mission? WHAT could you achieve with more investment in your mission today? WHO cares? WHAT would happen if you closed your doors next week?
What are the Elements of a Strong Case for Giving? 1. Articulates the problem you are trying to solve and provides evidence and data. 2. Explains why your organization is uniquely qualified to solve the problem. 3. Shares stories of impact. 4. Defines a plan and explains how more investment will help. 5. Articulates a key role for the donor. 6. Shares a vision: how will the world be better when we succeed.
Our goal is simple respond to the crisis in Africa by rapidly scaling up solutions to reach twice as many children by 2020. You can help us transform systems of care for many generations of children. Rarely in life do you have a chance to take an action that will shape the future of the world this is one of those moments.
Your Return on Investment Relationship building $$$ Cohesive messaging across organization Helps you change the world! Inspiration & Good Vibes
Case #1 Can you guess the cause associated with these phrases? One day families will no longer be devastated in order to care for parents and grandparents Every family is affected by this To win this fight we must disrupt the status quo and carry on Be Trish: Adopt her commitment to the fight
The Be Trish Campaign for UsAgainstAlzheimer's (UsA2) Major gifts campaign to memorialize and carry on the work of Trish Vradenberg. Minimum Goal of $1 million. DC philanthropist who founded UsA2 with husband, George. Died suddenly in 2017 of a stroke. Opportunity to use this tragedy to highlight her commitment to the cause of ending Alzheimer s.
Challenges Tastefully using Trish s death to raise additional new funds Small personal network of prospects Husband George required as lead solicitor Very complex organization Not a funding organization so difficult to quantify outcomes
Solutions Focus on George and Trish s 50+ year love affair Describe UsA2 in terms of 5 Impediments to Success Describe the horrible impact of Alzheimer s on families Ask prospects to help carry on Trish s passion for a cure by identifying with her commitment and her humor Highlight high profile individuals who support the cause
UsAgainstAlzheimer s Results: Nearly $1 million raised in additional General Operating Support Additional $1 million raised for Brain Health initiative Many new prospects identified Professionalized fundraising operation Helped a grieving Board and staff feel positive
The Case of the Case for Support - Case #2 Can you guess the cause associated with these phrases? Welcome them home Familiar expressions on their faces As humans, we are in their debt Meeting new friends Their best years are waiting
Chimp Haven: Welcome them Home Campaign $20 million expansion of existing facility Federally owned, mandated More than 250 new chimpanzees waiting for sanctuary Natural Habitats
Challenges NIH sensitivities to describing invasive research Lack of awareness, weak communications strategy Small cultivated constituency of major donors Weak staff and Board capacity Serious urgency issue
Solutions Focus on positive outcomes new life, new friends, richly deserved retirement Specific chimps and their personal stories A remarkable place that has to be seen to believe Repeat urgency message as call to action Utilize the case statement for messaging across channels
Chimp Have Results (so far) $10 million Leadership donor, also campaign chair Additional $5 million raised in first 12 months 50+ new high level major donor prospects engaged Massively improved communications support program 30+ new chimps arrived in 2018 Construction underway for completion in 2020!
Ocean Conservancy Case Statement The 5 W s... WHO is involved? WHO needs to approve budgets and plans? VP for Development - Approver Major Gifts Officers (2) VP for Communications - Approver President/CEO Final Approver
The 5 W s... WHAT exactly does success look like? WHAT does this need to accomplish? Fund raising and Communications Tool for Board Fund raising Tool for Major Gift Officers to engage donors and prospects in a dialogue that results in a significant solicitation Case Statement represents Ocean Conservancy s voice The Organization stands behind and feels good about this document
The 5 W s... WHEN? Deadlines and benchmarks.
The 5 W s... WHERE do you go for expertise, perspective and help? Development Consultant/Development Writer Select Executive Team members and Program Leads: Interviews and review Select Board: Interviews and review Select Donors: Interviews
The 5 W s... WHY this? WHY now?
Role Expectations MANAGER VP for Development OWNER Director of Individual Philanthropy CONSULTED CEO, VP for Communications, Chief Scientist, Director of Foundation Relations HELPER Consultant/In-House Writer APPROVER(s) VP for Development and VP for Communications
Bona Fides Board of Directors Portfolio Donors and Prospects Hybrid Foundations Corporate Marketing Sponsors
Your Persons of Interest Targeted Donor Groups Targeted Member Groups Year-End Asks Collateral
Key Take-Aways Articulate the action plan be crystal clear about the outcomes a gift will help achieve. Create sense of urgency. Use the development of your case statement as a powerful tool to bring alignment on your messaging across your organization. Think outside the box when developing your distribution strategy for your case statement.
Remember: A good story is not enough. Build a strong fundraising case. Define the problem Position the donor in the solution Explain how more money will help Explain why your organization can do it Define the solution in grand terms not your work plan but how you will change the world
The Ellington Family Beyond arts and academics, there is something even more powerful that happens within our walls and contributes to our students success. It is a deep sense of community that wraps every one of our students in love and support. No matter what challenges our students may be facing at home, our school is a sanctuary. Within these walls, they are free to be themselves. Their talents and interests are accepted and celebrated. And their wounds and sorrows are honored and healed.
Thank you! Please feel free to be in touch! Kathy Swayze, kswayze@impactdc.com Matt Brown, mbrown@schultzwilliams.com Charlotte Meyer, cmeyer@oceanconservancy.org