Communicating for impact

1. Communicating for impact The Case Statement PLEAC Conference October 25, 2012 By: Cathy Mann, CFRE

2. What is a case statement? An INTERNAL fundraising document outlining: • What your organization stands for • Why you need to raise money • What exactly you are raising money for • Details of each program you want to raise money for • The cost of running each program • Compelling reasons why people should support you This information often exists in different places throughout an org’n. The Case Statement brings those disparate pieces together in one place using inspired language.

3. Why should you care? • EVERYONE in an organization should care about the case statement. • In it, the needs of the organization are reflected so money can be raised for those needs. Your department may benefit directly or indirectly. • The case statement may help identify fundraising priorities.

4. Who uses it? Once developed, it can be used for many purposes: • Education of INTERNAL players such as board members, volunteers, staff. (This is an internal document, not intended for any external audiences.) • It can help in determining fundraising priorities • It may be of help in matching program areas with funders (if we know of funders’ interests.) • This is the document subsequent marketing and communication pieces can be based upon (such as brochures and proposals, etc.)

5. Example

6. Real life outcomes • Everyone in the organization began to think differently about what the organization did • Everyone within the organization began to use a common language, e.g.: • Support people • Build community • Facilitate collaboration • Greater sense of pride about their accomplishments b/c they were more clearly articulated

7. What was missing? Until we understood the “what and how”, it didn’t occur to us to ask “why”. “Why” is the most important question. *Simon Sinek – “Start with Why” Our “why”: We believe where you live should not limit your opportunities in life

8. What was missing? 2nd most important question: “WIIFM” We attempt to answer this donor question in the case statement, also.

9. Result? (why) We believe where you live should not limit your opportunities in life. (what) So we • Support people • Build community (how) • By facilitating collaboration (WIIFM) • We’re changing the way the charitable sector works and we have created a model that leads to change.

10. For those who don’t get the lingo • From a community with few local services, The Storefront now offers a service delivery Hub where 35 partner agencies offer everything from business and employment support, mental health counseling, settlement services, and legal advice, youth groups and seniors programming. (Support people) • And where once residents' voices were omitted from local planning, The Storefront supports and facilitates resident-led initiatives and projects, engaging community members as local leaders. (Build community) • Where once residents, schools, libraries, police and others worked in isolation, The Storefront helps facilitate community-wide networks that bring everyone together, avoiding duplication and using scarce resources effectively. (Facilitate collaboration)

11. Example

12. Outputs A book describing the model

13. Outputs Capital campaign brochure

14. Outputs Capital campaign brochure

15. Outputs Fast Facts

16. Home page

17. Outputs The Storefront’s web site

18. It’s not perfect • Few resources so look and feel is still not entirely consistent. Still contingent on who is delivering the message • It’s a journey. No matter how well you do communications, it’s easy to get criticized. • A good case statement can help you keep some of the diffusion contained.

19. THANK YOU! 416-778-1624 cathy@cathymann.ca www.cathymann.ca