Webinar ARTICULATING YOUR CASE FOR SUPPORT Tuesday, April 14, 2009 Results Group International

1. Webinar ARTICULATING YOUR CASE FOR SUPPORT Tuesday, April 14, 2009 Results Group International www.ResultsG.com Claudia Chouinard & Carol Eddy

2. Outline of today’s webinar • Sections, q+a after each 1. Why you need an articulated case for support 2. How to develop your case statement 3. How you can use your case statement

3. Part 1. Why you need one • What is a “case for support”? • What should it do? • What makes it effective?

4. What is a case for support? • http://www.uifoundation.org/athletics/boathouse/boathouse.pdf

5. Thinking like a $20,000 donor… • What do you find most engaging and compelling about this case for support? • What elements make this case effective? • You as a “donor” can compare this need with other competing community needs and consider your priorities. • Comments? Observations?

6. Why do you need an articulated case for support? • Must compete in a highly competitive niche: philanthropy • Compete not just for support, also for volunteers • We will focus today more on framing the case for annual and project support—observations apply to campaigns, too.

7. Your case for support answers key donor questions: • Pre-gift, “How will my gift make a difference to the station and to my community?” • Post-gift, “What did results did my gift achieve at the station and in my community?” • “Why should I give now to you, rather than to the library or the arts center?”

8. Major Donors Are Philanthropic Donors • Interested in station as a nonprofit institution • Seek to support your future service to the community • Comparing public broadcasting to other community nonprofits • Looking to see evidence of planning and of and management excellence

9. The Motive for Philanthropy “Donors give to the needs you serve, not to the needs you have.” Kay Sprinkel Grace

10. Let’s look at an example… • http://www.ms.foundation.org/user-assets/PDF/Ms35_brochure.pdf

11. Use your case to establish a dialogue • Treat your donors as your partners in building a stronger community • Use dialogue and encourage two-way discussions, especially in person • Listen to your volunteers, your donors – what do they care about?

12. Shift your perspective. . . • Traditionally, the word ‘nonprofit’ has not been used on air • Perspective has been of an enlightened broadcaster • Past mindset of “No competitors” • Today’s view: station as a community or regional nonprofit institution

13. The effective case for support will build. . . • Consensus, buy-in and support for actions and plans • Community awareness of the issues you address and the impacts you create • Emotional appeal into the words, phrases and illustrations of the need • Momentum as donors and volunteers join in an urgent partnership to achieve shared goals

14. What will donors look for in your case for support? • A statement of mission and past achievements • Identification of a need in the community • Your initiative or project as an urgent, valuable response to this need • Facts on the need, your response, and the community impact of your response

15. New perspectives mean new Emphasis on… • Communicating to be competitive: libraries, schools, United Way • Long range planning, talking about future specific goals and impacts • Stewarding major donors, keeping conversations going • Transparent governance and reporting

16. Questions and Discussion • Over to Carol

17. Part 2: How to develop the case • Ask for general support • Focus on what you are doing now • Pick elements of your station’s work • Create “themes” around topics • Define “priority projects” • Use concrete examples of results

18. What philanthropic impacts are you achieving now? • Define actual outcomes that you expect to achieve this year. • Ask the donors to support what you are already doing now, this year and next year, not what you would like to do in the future.

19. Where to begin with articulating the case… 1. Brainstorming sessions with staff 2. Where do we educate, impact, serve? 3. How and where can we measure our philanthropic impact? 4. Where do we or can we collaborate with other nonprofits? 5. Where do people count on us to deliver service or to fill niches?

20. Packaging annual needs into a case for support • You can be creative in "packaging" what your station already does into “projects" for fundraising. • These are easier to grasp and more appealing to potential donors. • If you have a variety of activities, you can “package” toward donor affinities

21. Packaging annual needs by topic or affinity. . . • Packaging helps donors to focus on your MISSION and your measurable RESULTS in the community. • How will a gift make a difference? What outcomes can you describe? • Packaging helps you to engage donor interest, to articulate and illustrate engaging elements of mission and operations

22. Samples of “affinity” packaging of annual elements by joint licensee WNED in Buffalo, New York

27. Questions and Discussion

28. Action Steps: How to develop your case • Develop your goal operating budget for the next FY (and ideally for the next 2-3 FY). • Are there new expense items in the budget? • Are fees or costs increasing? If so, why? • Are sufficient funds in reserve accounts for updated technology, etc? • What spending increases are projected for the future, and for what purposes?

29. Action Steps: How to develop your case • Are new programs being added, formats changed, staff increased? (e.g., adding an environmental reporter who will focus on issues in the region). • How will new investments (i.e. expenses) affect what the listener hears on the air? • Are there behind-the-scenes “invisible” costs vital to your impact? These need to be described and maybe illustrated.

30. Action Steps: How to develop your case • Interview department heads about themselves and their work. • What are some highlights of their work of the past year? • What is their “wish list” of goals for the coming year? • What new resources can enable them to achieve greater impact?

31. Action Steps: How to develop your case • Develop "wish lists" into themes or projects that focus on "giving opportunities" • Describe community outcomes (expanded reporting on state politics) and how you will achieve these (state-wide roundtable discussions) • What is needed to achieve this impact (additional staff time, travel and production costs, new equipment, build overhead into each item cost) • Articulate opportunities for giving levels. ( A gift of $1,000 can support Rebecca Reporter's monthly travel to the capital to interview legislators.)

32. Does your case … • Answer the basic questions about who we are and what we do? • Clearly describe the project or the station’s ongoing work? • Define the community need? • Appeal to both the heart and mind? • Inspire a sense of urgency? • Define results and impact?

33. Eliminate elements like. . . • Desperate messages of station needs • Overuse of “we” as the station’s voice • Empty and vague generalities • Too wordy – be concise • Station jargon – avoid “programming” and jargon terms • Undefined outcomes

34. Emailed samples • KTOO brainstorming session notes • KBTC brochure comp • KBTC Outreach Campaign Draft • KBTC Quick Pitch (Elevator Speech) • KBTC Recruitment Packet Case • KBTC One Pager for Board

35. Questions and Discussion • Back to Claudia

36. Part 3: How to use your case • Include case messages in all donor communications (web, print, mail) • Develop “talking points” for personal solicitations • Use “fact sheets” or one-page themes • Update materials as needed • Be flexible – use what best fits the donor’s interests and needs

37. Major gift prospects will look for your case for support . . . • In your annual report, both in pdf and press-printed versions • On your website, typically in the About section • On the air, in non-pledge-period spots that articulate your future goals, needs and impacts • In your mailings – appeal letters, cultivation mailings, update letters and notes

38. Let’s look at a web example… • http://www.ncmls.org/about-us/case-for-support

39. And another effective web example…. • http://www.si.edu/giving/

40. Use donor-centered language • Include quotes and testimonials from donors in all communications • Use messages from Board members • Have an outside person read your materials for their response • Ask volunteers and donors for their feedback

41. Using donor centric language and photos http://www.mmm.edu/plannedgiving/index.html

42. Questions and Discussion

43. Identify NOW the next 3 steps you will take… • Set brainstorming and articulation sessions with staff and stake-holders? • Develop a list of fund-able elements? • Ask your top 10 donors how you serve your community best? • Study the case statements and annual reports of your top competitors?