Post on 04-Dec-2014
description
Case for Support:
the heart of a strategy that really works
Purpose of Case for Support
To win hearts
minds
$£€ of your donors
To Win Support from Donors...
Be clear
Tell them your ‘story’ – make sure
it has a beginning, a middle,
and an end.
Be compelling
Tell the parts of your ‘story’ that are most interesting, attractive and emotionally powerful for supporters.
To Win Support from Donors…
Be comprehensible Speak the language your supporters understand. Be consistent Same story, same tone of voice, for all media.
The Case for Support ‘translates’ your
organisation to your supporters:
Vision
Mission
Values
Work
Strategy
Etc.
Internal External
To achieve a balance between:
language you
use internally
and
language your
audience
understands
what you want
people to know
and
what your
audiences find
interesting
Your Role as A Fundraiser
Most Important...
Your ‘story’
must
attract
your donors’
attention
Even More Important…
Your ‘story’
must be
MORE ATTRACTIVE
than your
competitors’ stories
Case for
Support Framework
Nine Questions
1. What is the problem?
2. What drives you to try to help?
3. What will change?
4. Who are you?
5. What makes you special?
6. What do you actually do?
7. What sort of people are you?
8. How have you spent donor money in the past?
9. What will you spend my money on?
Case for Support
The Need What problems are we trying to solve?
Our Core Belief What are we passionate about?
Our vision for
the future
When the problems have been solved, in what way
will the world be a better place?
Who we are What is our role? What ‘type’ of organisation are we?
What makes us
Special
Why you should choose to support us, rather
than other organisations.
Our Personality How we will behave in all that we do.
Our Work Who we work with, where we work, the threats/issues
we tackle, the services we deliver, how we work
How your support
makes a difference
What your support has helped us achieve in the past,
what we need you to help us achieve in the future.
Who are you talking to?
Donors Members Major donors Trusts, foundations Companies Grant-making donors Volunteer fundraisers and groups Campaigners, activists General public Young people
1. Need
Need / Cause
Defines the problem,
threat or issue that the
organisation fundamentally
exists to deal with.
Organisations often have
difficulty describing the need: – Implicit
– Lost in the mists of time
Need
What can you write or say
that is as powerful
as these pictures?
INSERT YOUR OWN POWERFUL NEED
IMAGES HERE
David Walton/PIH
Need - examples
WaterAid:
Over a billion people don’t have safe water and over two billion don’t have somewhere safe and clean to go to the toilet.
As a result a child dies every fifteen seconds
from water related diseases. People’s livelihoods, education and dignity are also affected.
Need - examples
Merlin:
Millions of people die, and the lives of
hundreds of millions more are severely
damaged every year by natural disasters,
disease, conflict and the collapse of health
care systems.
2. Core Belief
Core Belief
Drives the organisation
and the people who
work for it.
What we are passionate about.
Core Belief - examples
YWCA believes that young women enrich the world; to discriminate
against them is to deny young women their right to equality and social justice.
Core Belief - examples
In times of acute need Merlin believes in striving to save lives while leaving a legacy of improved health care.
3. Vision
Vision
Inspirational change
- even if we are
contributing only
a small part.
When we have
put ourselves out
of business, in what
way will the world be a better place?
Vision - examples
WWF’s vision is of a world in which humans live in harmony with nature.
Vision - examples
Amnesty’s vision is of a world in which every person enjoys all of the human rights enshrined in the Universal Declaration of Human Rights and other international human rights standards.
4. Who We Are
Who we are
Our name
+
Our cause +
The most important
thing we want to say
about our work
Who we are - examples
Guide Dogs provides guide dogs
to blind and partially sighted people.
Who we are - examples
Amnesty International is a worldwide movement of people who campaign for internationally recognized human rights.
Who we are - examples
Merlin responds worldwide with
vital health care and medical
relief for vulnerable people caught up in natural disasters, conflict, disease and health system collapse.
5. What makes us Special
What Makes us Special?
Those attributes which are distinctive when compared to your main competitors.
Enables you to stand out
in increasingly crowded
market places.
What makes us special - examples
WWF is the world's largest and most experienced independent conservation organisation.
What makes us special - examples
Guide Dogs is the only UK charity that provides guide dogs to blind and
partially sighted people.
6. Our Work
Our Work – 5 Questions
Who do you work with? (beneficiaries, those
you help) Where do you work? Which issues do you address? What services do you deliver? What methods do you use?
Who we work with
ActionAid works with the world’s poorest people experiencing the
worst injustices.
Issues we tackle
WWF focuses on six globally important issues:
• Climate change
• Forests
• Freshwater
• Marine
• Species
• Toxics
Issues we tackle
Merlin responds worldwide to emergencies and crises caused by: Natural disasters
Conflict
Disease
Health system collapse
Threats/Issues we tackle
Internationally, ActionAid
focuses on six urgent priorities: The rights of women and girls Food and hunger
Conflict resolution
Access to education and the opportunity to develop a livelihood
Healthcare, especially HIV and AIDS
Fair and just governance
Services We Deliver
WaterAid provides:
Safe water
Effective sanitation
Hygiene education
Services We Deliver
Merlin’s emergency medical relief work focuses on:
Preventing and treating epidemics
Distributing emergency drug supplies
Operating mobile clinics
Providing safe drinking water, food and shelter
Methods of working
YWCA works through:
• Educational group work.
• One to one support and information services.
• Local and national campaigning.
• Research into young women’s issues.
How we work – examples
WWF works through a combination of:
• Action on the ground
• National and international advocacy work to establish appropriate policies
• International campaigns to highlight and demonstrate solutions to crucial environmental problems
7. Our Personality
Personality
People give to people.
Need to create a “personality”
for your organisation.
How each member of staff or volunteer can be recognised as being part of that organisation, through his or her behaviour.
Personality - examples
ActionAid: In all that we do, we are brave, modern and
honest.
Dimensions: We are friendly, enthusiastic, honest, reliable,
committed and caring.
8. How your support has made a
difference
What Your Support has Achieved
How has your supporters’ money been spent to best effect in the past?
How have your supporters’ voices been used most powerfully in the past?
What are your Top 10
all-time best achievements?
What Your Support has Achieved
Merlin touched down in Sri Lanka less
than 48 hours after the Tsunami disaster
on December 26th, 2004, and was the first international NGO to plan a co-ordinated relief effort with the Ministry of Health.
In 2004, Merlin mobile clinics gave medical aid to around 50,000 people fleeing their villages to escape the violence in South Darfur.
In the Takhar Province of Afghanistan, Merlin runs a community midwife training programme to combat the high death in childbirth under the Taliban.
9. How your future support will
make a difference
Why Your Future Support is needed
What will supporters’ money be spent on in the future?
How will supporters’ voices be used in the future?
Does your organisation’s
strategy have clearly
defined outcomes?
ACTIONAID
By supporting ActionAid you are supporting the poorest people in the world.
You are giving them vital services like clean water, education and healthcare. You are enabling them to gain knowledge of their basic human rights – so they are equipped with the information, skills and confidence they need to change their lives themselves.
Above all your support will help poor people throughout the world fight poverty and build a better future.
Why Your Future Support is needed
Take action with UNICEF
By becoming a member of UNICEF UK’s Campaigns Network you will join thousands of people across the UK who are all working to achieve change. Campaigning for children's rights is at the very heart of UNICEF UK's work. However, the challenges facing children exceed the capacity of any single organisation – by far. That is why your support is invaluable. Only with your help can we make a positive difference and build a world that is fit for
children.
Why Your Future Support is needed
Case for Support
The Need What problems are we trying to solve?
Our Core Belief What are we passionate about?
Our vision for
the future
When the problems have been solved, in what way
will the world be a better place?
Who we are What is our role? What ‘type’ of organisation are we?
What makes us
Special
Why you should choose to support us, rather
than other organisations.
Our Personality How we will behave in all that we do.
Our Work Who we work with, where we work, the threats/issues
we tackle, the services we deliver, how we work
How your support
makes a difference
What your support has helped us achieve in the past,
what we need you to help us achieve in the future.