Case for Support 101 February 12, 2014, 11:30AM-1:00PM Laura Alexander and Jenny Carrillo

www.Do-Good-Better.com

Learning Objectives Understand what makes a compelling,

effective, persuasive case for support that resonates with your target donor(s).

Develop an outline that you can use to write your case for the GIFT Center contest.

Prepare your case so you can be ready to ask for – AND RECEIVE – funding!

What is a Case for Support?

A document that describes an organization or project’s purpose, vision, strategy and direction with the intention of persuading and

engaging the reader to take action in support of the project.

What is a Case for Support?

Internal

Source Document for Internal Use

Kitchen Sink

External

Public Document

Well-crafted for persuasion

Brochure, Proposal,

Video, etc.

Mission, Vision and Values Statements

Strategic plan Fundraising goals or campaign

gift chart – and what that money buys

Data on those you serve, such as a needs assessment or community survey

Budget and financials Emerging needs and trends in

your field Organizational history All of the organization’s

outbound communication News clippings Position papers

Descriptions of programs and services

Data that proves the efficacy of your approach

Credentials of key leaders and the department or unit

Stories, letters, testimonials, quotes

Staffing overview

Answers These Questions Why do you exist? What is the

problem or need? Whom do you serve?

Where are you going? Vision & Mission

How will you address the need? Description of strategy, programs and services

Answers These Questions What is the result? Outcomes,

measurement & testimonials Who are you? Why are you/your

unit uniquely qualified to do this?

And most importantly…

Case Outline

I. Need, opportunity or challenge addressed

II. Mission, vision and values III. Solution or program description IV. History and credibility V. Call to action

I. Tell Me Why: Articulate the Need

Grab the reader’s attention and articulate the need for your project in clear, concise, compelling language that resonates with the donor. “Need” could also be an opportunity or challenge. In other words,

Why is this important? What is the compelling impetus?

Need “As we look to the future, the pressures to improve capabilities in the agricultural and life sciences are greater than ever before. While our ability to produce and distribute large quantities of high-quality food and fiber has improved human health, nutrition, and the quality of life around the world, new and exciting challenges continue to emerge… As we look for solutions to these problems, the agricultural and life sciences will be called upon to find the answers.”

II. Mission, Vision and Values • What is your purpose?

• What is your vision for your project?

• What values form the basis of your work?

• How does your mission and vision align with my values and giving priorities?

Mission, Vision, Values “The College of Agriculture and Life Sciences… [has] a rich legacy in providing ample internship, experiential, and in-service learning opportunities for these young people from the very start. Through providing hands-on experiences, we ideally prepare our students for their future in the workplace.”

III. What’s the Solution?

• Describe your program or project and how it will address the need, take advantage of the opportunity, and help advance the vision you described.

• What are the goals and measurable outcomes of your program? How will you know you are successful?

And how will I know as the donor?

Solution “Building Our Strengths — Meeting Challenges The College envisions a future with healthy people living in communities where the economy is vigorous and the environment is clean. To help make this vision a reality and to educate students who will meet these challenges, we will expand and refine our research goals and engage students and community members in the problems that will define the agricultural and life sciences in the coming decades.”

IV. History and Credibility

• Help the reader understand that you have the history, longevity and sustainability to successfully manage this project.

• Why you? Boost your credibility and tell the reader how your program, department or unit is uniquely positioned and qualified to accomplish the project.

History & Credibility

“The College of Agriculture and Life Sciences is uniquely positioned to address these challenges by capitalizing on strengths developed over the past 135 years.”

V. Call to Action

• Why does my gift matter? What happens if you don’t get the funding for this project?

• Why me? Move the reader to action by telling her/him exactly what you want them to do and how. How will my gift make a difference?

Call to Action “Working Together to Invent the Future: Through the Campaign for Virginia Tech. Our community of supporters, alumni, and friends will help us to respond fully to the needs of Virginia agriculture and, above all, to realize our most important mission— enhancing the quality of life for the people of Virginia. Our supporters can share in our success and build a legacy for the future by …”

Case Outline

I. Need, opportunity or challenge addressed

II. Mission, vision and values III. Solution or program description IV. History and credibility V. Call to action

GOOD Case

GREAT Case

More than the sum of its parts. What is the difference between …

Working Together to Invent the Future: Through the

Campaign for Virginia Tech. Our community of

supporters, alumni, and friends will help us to respond fully to the needs of Virginia agriculture and, above all, to realize our most important mission— enhancing the

quality of life for the people of Virginia. Our supporters

can share in our success and build a legacy for the future

by …

Working with You to Invent the Future:

You can help us respond fully to the needs of

Virginia agriculture and, above all, to enhance the

quality of life for the people of Virginia. You can be a partner in our

success and build a legacy for the future by…

The GREAT Case is Donor-Centered • Who is your potential

donor?

• What does s/he believe, value, want to do?

• Make the donor the hero of your story.

• Because of you…

• With your help…

The GREAT Case is Donor-Centered • Get into the mind and

experience of the donor… seek first to understand, then to be understood.

• Test, seek advice, and adapt your approach based on real donor feedback.

Adapted from The Seven Faces of Philanthropy, Prince and File, 1994.

Faces of Philanthropy

THE ALTRUIST:

Doing good quietly feels like the right thing to do.

THE REPAYER:

Doing good is in return.

THE DYNAST: Doing good is a tradition I

learned early.

THE DEVOUT: Doing good is

God’s will.

THE COMMUNI-

TARIAN: Doing good

simply makes sense.

THE SOCIALITE: Doing good in company can be a lot

of fun.

THE INVESTOR:

Doing good is right for

business.

We are proud to be the flagship university north of Boston, and we are proud to have your support as we

invest donor resources in the student

experience, academic programs, faculty, and

financial aid.

Because of you, we are the flagship

university north of Boston. Your support

ensures a great student experience,

high quality academic programs, the best

faculty, and accessible financial aid.

The Optical Engineering

Department needs a new

spectrometer because our

current equipment compromises data

integrity.

With your help, engineering

students will have the opportunity to work with the best

equipment to prepare them for

the high tech marketplace.

The GREAT Case is

formatted for ease,

clarity and impact.

The GREAT Case is

formatted for ease,

clarity and impact.

Respected Publisher: Oxford University Press. Outstanding Reviews: “This is the best book ever written.” Professor John Doe Description of the Work: “Best Book is the first monograph to be published by Assistant Professor Amelia Smith. Best Book details the history of Buddhism in…”

The Wheeler school is conducting a campaign to raise funds for the Faculty Endowment, the Student Aid Endowment, and the Construction and Renovation Fund. Our goal is to raise $4 million to recruit and retain excellent professors for the College of Science, the Medical School and several special programs. We also want to raise $4 million for a new Student Financial Aid Endowment so that we can offer 50% more scholarships for qualifying students each year. Most importantly, we are raising $13 million for the Construction and Renovation Fund, to build new facilities across the campus including…

The Wheeler School

Be Exceptional Campaign

3 things make an exceptional school:

Exceptional teachers

Our new Faculty Endowment Goal: $4 million

Exceptional young people Our new Student Financial Aid

Endowment Goal: $4 million

Exceptional Learning Environment

Our new Construction & Renovation Fund Goal: $13 million

The GREAT Case

Touches Multiple

Emotional Triggers

• Anger

• Exclusivity

• Fear

• Flattery

• Greed

• Guilt

• Salvation

Adapted from work by Mal Warwick

The GREAT Case

Positive Emotional Triggers

• Hope

• Love

• Compassion

• Duty

• Faith

Adapted from work by Mal Warwick

http://www.youtube.com/watch?v=Wgi0t2ap-us

Name the emotional triggers In today’s rapidly changing recording industry, large classical music labels produce and promote a very limited number of releases. As a result, they choose to work with only a very few distinguished artists. I am honored to have been selected by a premier record company as their featured concerto soloist to record with a world-renowned symphony orchestra and conductor.

Name the emotional triggers When George Washington signed the Judiciary Act in 1789, he wasn’t thinking about the imminent expansion of the United States. He could not have imagined sky scrapers, exponentially developing technology, or the complicated civil issues that would inevitably arise as our legal system became overwhelmingly complex. He was thinking about a stable idea. An important one. One in which citizens take care of citizens and the government provides access to a system operated by the people.

Name the emotional triggers Frisbee next to the fountain. Studying on one of the shady porches. Singing Bear Down Arizona! at the top of your lungs at a pep rally or post game celebration. These are all cherished memories of our Old Main. Even if you are not an alumnus of the University, chances are you have a favorite UA memory with Old Main as the backdrop.

For you and me, Old Main is more than just bricks and mortar — it represents our shared history of hard work, glory days, and bright hopes for the future.

Through their presence, our campus buildings create an atmosphere that encourages our well established Wildcat spirit. Within their walls and on their front lawns, a hub of arts and culture and a driving force for research, outreach, and economic development was born— and it all started with Old Main.

The GREAT Case Refrains from using Jargon.

An

d A

cro

nym

s!

The GREAT Case Tells a GREAT Story “We hope to soon establish the first pilot plant in Virginia based on this new technology to process local agricultural and forestry residues and switchgrass,” says Zhang. “A 100-ton-per-day biorefinery will produce approximately three million gallons of ethanol per year at competitive prices, focusing attention on Virginia Tech and the commonwealth and demonstrating a practical solution to a national problem.”

The GREAT Case uses great photos.

Would you ever guess that this child is about to undergo

an invasive, painful medical procedure - again?

http://www.youtube.com/watch?v=Ix8lk4YEt8I

Next Steps

1. Complete your draft.

2. Evaluate it using the “Case

Evaluation” tool provided.

3. Get help proof-reading and editing.

4. Test the case with your supporters.

5. Start raising money!

• Handout: Case Background Material Checklist, Your Case for Support Outline, Case Evaluation Tool, and Resources.

• Case in a Box, found in the Proposal Writer Hub section of soon to be website (will be sent to you via e-mail).

• Virginia Tech unit-level campaign cases. • The Case for Old Main. • Link to Virginia Tech Campaign case statements, organized by

college and unit: http://www.campaign.vt.edu/campaign-vt/?q=cals

• Link to Ahern Artsy example: http://aherncomm.com/ss_files/downloads/tucson_prelude.pdf

• Link to Redbar Café, source of UA branding information and photos http://redbar.arizona.edu

Resources

• The University of Arizona Foundation GIFT Center is happy to announce a Case for Support Contest! Faculty and staff are invited to submit polished cases for support, with top submissions being discussed, and final decisions made by a panel of live judges during a Grants for Lunch event on April 16th.

• Deadline for submission

4:00 pm on 3/17/2014

• Eligibility

Faculty-led and dean priority University of Arizona projects and cases are eligible.

• Prize information

Two $4,000 prizes for UA programs will be awarded, one in each category:

-General

-Science and Engineering

• For more information, email: giftcenter@uafoundation.org. Guidelines available soon!

Enter to win $4,000 for your unit!

Join us in April 16th for our next