Making the Case When Priorities Are Unclear
In a perfect world, your organization is engaged in strategic planning on a rolling basis with new goals added or updated annually.
Of course, we don’t live in a perfect world, so the odds are good that your institution will eventually find itself between strategic plans. And if you’ve been there before, you know that makes fundraising harder.
But not impossible.
First, consider a messaging platform. It’s a flexible way to keep everyone moving in the same direction and speaking the same language.
Sometimes, though, you’ll need a more formal communications tool, like a case or proposal that clearly articulates the need for support, even when there’s no grand vision or exciting new initiative. In this situation, it helps to go back to the basics:
Define the Problem
Lean on your mission statement here—this is your core purpose. However, if your mission statement, like many, doesn’t articulate WHY your organization exists or why meeting a particular need is important, be sure to include that in your case.
Be sure to answer:
Why does this organization exist?
What need(s) does it meet? Why is that important?
Whom do we serve? Why are they important?
If you struggle to answer these questions, or you and your colleagues have fundamentally different answers, we recommend working to achieve alignment before you proceed with your case.*
The Solution
Here is where you can describe one or more of your core, ongoing programs. These are your fundamental services designed to help solve the problem that you’ve defined above.
Be sure to answer:
How does each program or service advance the mission?
How are these offerings different from those offered by other nonprofits? (In other words, why should someone give to your organization and not another one doing similar work?)
What does it cost to implement each program or service and what portion comes from philanthropy?
The Outcome
Sharing the results of your good work is essential so that prospective donors can understand your track record of success and feel confident that their philanthropic investment will pay off.
Be sure to answer:
How are those we serve changed for the better by participating in our offerings?
What broader impacts can be seen, such as in our surrounding community, region, state, etc?
What positive trends can be seen over time to show impact?
Call to Action
Finally, be sure to include a clear set of next instructions for the reader that invites them to be part of your organization’s journey.
Be sure to answer:
What are you asking for specifically?
What should the reader do next?
Whom should they contact, and how?
*Need a facilitator to help you achieve internal alignment, a consultant to develop a messaging platform, or an expert philanthropy communicator to write your case for support? We do all of those things and have helped dozens of organizations like yours raise more transformational gifts and deepen donor engagement. Reach out for a confidential conversation to learn how we can work together.