NIAGARA FUNDRAISERS’NETWORK

LYN RUSSO, CFRE – NOV. 9, 2011

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Building Your Case for Support

Case Defined 2

“The case statement is the one definitive piece of the whole campaign. It tells all the needs to be told, answers all the important questions, reviews the arguments for support, explains the proposed plan for raising the money, and shows how gifts may be made, and who the people are who vouch for the project, and who will give it leadership and direction”.

Harold J. (Si) Seymour, one of the trailblazers in the world of philanthropy

Vision, Mission and Case 3

Vision: What you want to accomplish

Mission: What you are doing now

Case for Support: Benefits of your organization and how an

investment (donation) will make an impact Tells your story Motivates people to volunteer and give

Planning the Case 4

Broad or narrow?

Personal or factual?

Short or long?

Visuals or text?

Process

Gather all the information you think you will needHave one person write the initial statement, then

obtain reaction and input from othersSeek appropriate approvals before proceedingTest the case with a few prospects and/or donors Start using the case and be prepared to let it

evolve as you work through the campaign Use the case to prepare key statements,

boilerplate information for everyone in the organization to use for speeches, publications, website, media, etc.

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Your Case Should6

Position your causeDemonstrate that your organization is worthy

of financial supportReinforce your credibilityShare your valuesInspire and show passionInvite others to get involved

Our Case: Four Pillars

New FacilitiesEquipment & Learning ResourcesApplied ResearchScholarships and Bursaries

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Our Case: Four Pillars

New Facilities Transforming Welland Campus Enhancing Niagara-on-the-Lake Campus Dramatically improving the learning environment for

generations of future students Creating more than 1,700 new spaces in programs

where labour is in high demand in Niagara Providing significant positive impact on economic

development in Niagara region through construction, as well as training future workforce

Invest in our Master Plan to prepare for a successful future for students, employers and communities

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Our Case: Four Pillars

Equipment & Learning Resources Employers expect students to be trained on the

equipment they will use in the workforce More than 600 Program Advisory Committee

members provide advice on trends and emerging technology

College only receives $350,000 annually for more than 90 full-time programs

Capital requests from academic areas usually total between $2 million and $5 million annually

Donations will help close the gap

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Our Case: Four Pillars

Applied Research Provides real world experience for students and

solutions for clients Students and faculty work with local businesses Projects help organizations become more innovative,

solve problems, develop new products or processes Significant grant money is available to fund the

projects making it very affordable for companies Donations provide financial awards to students

working on project teams

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Our Case: Four Pillars

Scholarships & Bursaries Investing in human capital Some donations can be matched by the Ontario Trust for

Student Support Financial challenge is the greatest barrier to student success Many students work part-time or full-time An increasing number have one or more dependents One-third of NC students are the first person in their family

to pursue post-secondary education One in four college applicants comes from a family that lives

below the poverty line A scholarship or bursary can mean the difference between a

student dropping out or finishing the program

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Testimonials Help Tell Your Story

“You can’t imagine what a big difference this (award) will make to my well being for the rest of the school year (it hasn’t been a matter of eating only Kraft dinner – it’s been a matter of being able to afford Kraft dinner in the first place!). I will be able to concentrate on my studies better knowing that some of the burden has been lifted.”

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What Worked for Niagara College13

Niagara College saved $16.5 million for this project; NC was only one of two colleges among 24 that had money in the bank for expansion and renovations when infrastructure funding became available

Master Plan ready to go Students giving $10 million over 15 years – about

$50/term NC #1 in student success for six years running 600 community people on Program Advisory CommitteesMore than 50,000 grads – 70% living in Niagara Region Tagline – Support Student Learning and Success

Good Advice 14

The needs of the organization are secondary to the prospect’s

desires

Writing strategy is carefully constructed along the lines of

human decision-making psychology and neurology

Rational arguments are secondary to the prospect’s primary

emotional needs

Superb storytelling is the optimal way to penetrate the

prospect’s heart and mind

The needs of the institution are secondary to the mission

The voices chosen to speak in the case must reflect the cause

and its universe

Source: The FLA Group: theflagroup.com