How to Craft a Compelling Case Statement
If prospective donors read anything about your campaign, it is likely they will read the case statement. This may be the only thing they read about the campaign, so the case statement must be the most powerful, compelling document they see.
The case statement is the definitive written piece in any capital campaign. It centralizes all of the information that describes the organization, the goals and objectives of the campaign, the competence of the organization to serve its constituents, and outlines the proposed plan for fundraising and how gifts may be made.
Writing this document is often the first challenge in creating a campaign. The case must be compelling, crafted as a persuasive argument to support the organization’s request for funds. Here are some tips to make your case statement outstanding.
Tips for Crafting a Compelling Case Statement
1. Sell solutions, not needs.
Your project provides solutions to a problem, so don’t go overboard in discussing the problems. First, identify the problem or need. Then, quickly show how your project addresses the need, solves the problem, and why the project needs the reader’s commitment and support to accomplish the task.
2. Be subjective.
This isn’t an essay or a news article. You don’t need to maintain a reporter’s objectivity. Appeal to the reader’s emotions and make it personal. Statistics are boring, so use testimonials and actual stories wherever possible.
3. Choose your words with care.
Use action words and descriptive adjectives. Avoid passive words, constructions like “had been,” or adverbs. Create pictures in the reader’s mind with your own words. Make positive declarations rather than issuing statements. Be truthful and factual, but compelling.
4. Illustrate the narrative.
The case statement should be attractive, drawing the reader’s eye. Break the copy with headlines and bullets. Use headers and footers. Sprinkle graphics, photos, and illustrations judiciously throughout the narrative. These techniques will help the piece appear easy to read.
5. Lead the reader.
If you want the reader to act, then you have to tell them what you want them to do. Tell them how much this solution to the problem your organization is facing is going to cost. Explain clearly how they can make a gift.
6. Remember to edit!
You’re writing on paper, not carving on stone. Read it again, then edit it again. Have someone else read and edit it. Change it when it needs to be changed. Write the narrative, then go back and punch it up. Don’t be afraid of going over the top; you can always tone it down if necessary.
Summary
A compelling case statement can stand alone, serving as your voice to the community. By following these tips and techniques, your case statement will make the impact you seek. In addition to explaining the fundraising campaign, your case will win your prospects over, help to prepare them for a solicitation visit, and assure them that your organization is taking a leadership role in bettering the community.
For more information about what to include in your case statement, check out our related article.
CDS has been a leader in nonprofit fundraising for the past three decades. Contact us for more intensive help with your major gift fundraising, strategic planning, or preparing for a capital campaign.