Case Statements: From the Outside In

In the external quest for dollars, your first task is to construct a convincing case for funding. The case statement, a document that usually runs six to twelve pages long, makes a clear, concise presentation of your organization’s history, mission, activities and vision. It argues why your organization is qualified to meet the challenges you see, and what you can achieve for those you serve with additional resources. The case statement becomes the source document that you use and re-use for newsletters, brochures, reports and public relations.

It’s tempting to base your case on the reasons why you need money. Call that an inside out approach – looking from your internal needs and wishes out to the external funders who can help you achieve it. It is probably more effective, however, to look from the outside in – to build your case from the donor’s point of view.

A case statement, like any communication, is only effective if an audience receives it and responds. What matters most is that the document resonates with donors. The best way to do that is to frame the message to donors in ways that make their response more likely and more enthusiastic. Sometimes a case framed from the inside out sounds to a donor like begging. A case built from the outside in should sound to a donor like an investment.

This requires you to think like your potential donors. What do they need to know before they willingly release their dollars to you? Here are some questions that the case statement must answer for the primary audience:

Who benefits?

Who are the people you serve? How many do you serve? How does that number compare to the number who need your services? Where would your clients be without the help you provide? Portraying faces of clients and offering a few client testimonials adds credibility.

Are you good at what you do?

Do you provide services that make a difference? Are the services you offer the services your target population needs? Again, add testimonials from clients or respected civic leaders.

Will you use the money well?

Do you provide services efficiently and effectively? Do you have a well-managed organization that follows through and tracks money carefully? In order words, can donors be certain that money invested in your organization will go towards your stated goals?

What makes you so special?

With so many nonprofits serving those in need, why is your organization more deserving than others? What unique qualities do you bring to the table? What makes your mission more compelling?

What’s in it for me (the donor)?

How will success of your mission improve the community? How will it strengthen the economic health? Will it do anything for my employees? How will you recognize my contribution? Even altruistic donors have their own agendas. The better your work connects with a donor’s other needs, the more likely you’ll get funding.

By constructing your case statement from the donor’s perspective—from the outside in—you stand a better chance of catching the attention of potential funders and ultimately earning their support.