SUBJECTCreating a

Case Statement for a Jewish Day School

1. WHAT IS A CASE STATEMENT? AN INTRODUCTION 1

2. GLOSSARY 2

3. PLANNING YOUR CASE STATEMENT 3-4

■ Who Should Work on This? 3

■ Your Budget 3-4

■ Your Schedule 4

4. CREATING YOUR CASE STATEMENT: A STEP-BY-STEP GUIDE 5-12

■ Strategic Development 5

■ Concepting 5-6

■ Writing 6-10

■ Designing 10-11

■ Printing 11-12

5. FINAL ADVICE 12

■ Contacts 12

6. APPENDIX 13-19

table of contents

W H A T I S A C A S E S T A T E M E N T ?

A Case Statement is a dynamic, emotional and inspirational brochure,

which serves as the central piece of your fundraising efforts, as well as mar-

keting and communications campaigns. It makes the "case" for your Jewish

day school to a potential funder, helping convince that person why your

school is one of the most important causes that he or she should be funding.

The Case Statement dramatically tells the dream and the mission of your

institution, and what place they hold for the future of the Jewish people.

There are four basic points about the role of a Case Statement.

1) It presents a "case for giving," encouraging a contributor’s support.

2) It distills the basic messages of an organization through passionate

language and exciting visual images.

3) It expresses the personality, style and mission of an organization.

4) It can also be used to educate people in your community, recruit

students and their families, and inspire faculty and staff.

This handbook was created to support the collaboration among the Boston

area day schools, Combined Jewish Philanthropies (CJP) and the Partnership

for Excellence in Jewish Education (PEJE). Its goal is to enhance the success of

your school’s campaign as well as CJP’s Community Capital Campaign by

providing you with the information you need to plan, write, design and pro-

duce your Case Statement.

Before beginning, there are some important terms that will help you use

this handbook most effectively.

an introduction

1

CASE STATEMENT: A dynamic, emotional and inspirational marketing brochure. (see introduction)

CONCEPT: The creative idea or approach behind the execution of your Case Statement. (see pages 5-6)

COMP: Short for comprehensive. A rough, black and white or color, stapled sample of the Case Statement. The pictures are examples of what you might want to use, but are not necessarily those to be used in the final brochure. A comp will employ a design (style, look, fonts), a cover headline and follow-up headlines for the inside pages.

COPY: Another word for text.

COPY PLATFORM: Detailed outline of the Case Statement’s text.

CREATIVE BRIEF: A one to two page summary or outline of the information you compile as part of your internal strategic development. (see Appendix 1)

FONT: A typeface. There are thousands of typefaces or fonts available.

MISSION STATEMENT: A brief statement that defines your school’s concrete opportunities, competencies and commitments. A mission statement must be simple, clear and direct.

PROOF OR PAGE PROOF: This comes from the printer and is sent to you after the first phase of the printing. You can think of it as a rough draft of a designed brochure. A proof will look very similar to the final product but may have low-resolution (low scanning quality) versions of the photographs.

glossary

2

PROJECT COORDINATOR

A Case Statement is an intense projectthat takes a significant amount of time. Inorder for it to run smoothly and efficiently,your first task will be to select one personto oversee the project. The project coordi-nator will maintain the flow of the project,making sure that deadlines are met andthat everyone working on the project iscommunicating with each other.

The project coordinator will be responsible for creating the team thatworks on the Case Statement, from thedecision-makers to the freelance creativeteam. The coordinator might be a staffperson at your school or a parent on yourmarketing committee.

DECISION-MAKING TEAM

The project coordinator will assemblea decision-making team. While this mayadd time to the project schedule, it is thebest way to ensure that your CaseStatement is representative of diversegroups, while maintaining a single decision-making body. The team should be small, consisting of three to fourpeople. Your team should have both the experience and the authority to approvethe budget, the copy and the design ofyour Case Statement.

FREELANCERS

The project coordinator will hire thefreelancers necessary to complete the joband do it well. You will need a writer, a graphic designer and possibly a photographer. Writers and graphicdesigners work best as a team.

When hiring freelancers, consider asking friends and colleagues for referrals.You can also contact Terry Holzman at CJP for additional recommendations (seeContacts section, page 12). Going througha creative temp agency is an alternative,though it will be more expensive. Reviewyour applicants’ portfolios and resumescarefully. Make sure that you like their workand that it is consistent with your school’sevolving image. Also, confirm that yourgraphic designer has experience in working with printers and is able to use the three most important graphic designprograms: Quark™, Adobe Photoshop®and Adobe Illustrator®.

There isn’t one right budget for everyschool. Some will choose to spend morethan others. You will have to determine

Explain your expectations to your freelancers as clearly and concisely as possible. Make sure they know

that you are a nonprofit and that they will need to work under nonprofit-type budget constraints.

HINT

WHO SHOULD WORK ON THIS?

YOUR BUDGET

3

When you negotiate a freelancer’s compensation, you

may want to negotiate a project fee,rather than an hourly fee, because a project may take

longer than you anticipate in your budget.

HINT

P L A N N I N G Y O U Rcase statement

what type of brochure is right for you,depending on your resources. You shouldexpect to spend somewhere in the range of$3,000-5,000 for black and white insertsto complement an existing brochure,$10,000-30,000 for a three-color, simple,but professional-looking brochure and$30,000-50,000 for a full-color, elaborate-ly designed, new brochure. Costs varygreatly depending on quantity and quality.

The range of your budget should be proportional to your fundraising goals.

Note that to plan your CaseStatement budget, you will first need todetermine your entire fundraising budget.Include the cost of all resourses necessaryto plan and implement your fundraisingcampaign.

Plan ahead. You should expect tospend three to six months developingyour Case Statement. The schedule willinclude preparation work, finding free-lance professionals and the approvalprocess. The hypothetical timetable provided in the back of this handbook is only a guide (see Appendix 2). Your

individual schedule will varydepending on your priorities andneeds. The project coordinatorwill make his or her biggest con-tribution by helping to keep yourCase Statement on schedule. Besure that your timetable includesenough time for the decision-making team to review materials.Include time for at least two orthree drafts of your documentbefore you go to the final ver-sion. The project coordinatorshould also schedule meetings forcritical review stages at least fourweeks in advance of each reviewmeeting to ensure their priority.

Attention to your CaseStatement’s schedule will help yourschool avoid overtime charges andminimize mistakes caused by rush-

ing. But remember, even in the best possiblesituation, some things will go wrong andthings will get delayed. This is a normalpart of the process.

YOUR SCHEDULE

Don’t sacrifice quality because of last

minute revisions—plan ahead.

HINT

S A M P L E B U D G E T

Graphic Designer $40-100/hour

Writer $40-75/hour

PhotographyPhotographer per day fees(does not include materials) $500-1,000

Stock Photography per image $130-1,000*

Printing(includes film, paper stock, proofsand is based on a quantity of 2,500) $2,500-10,000

Miscellaneous Varies(includes messengers, shipping services, travel, internal personnel hours)

*Also check with CJP for existing photography of your day school.

4

Creating a Case Statement is a step-by-step process.

As you begin to develop materials for your Case Statement, you must firstdetermine your fundraising objectives and how your marketing and communications materials will support those objectives.

You must then systematically defineyour school in marketing terms, includingthe audiences that will be targeted.

Your school will likelyhave already developedits mission statement (seeGlossary) and education-al philosophy. Now is agood time to review them.

You must also deter-mine: Why should adonor support your par-ticular school? Whyshould a student attendyour school? What is yourschool as an organization“selling”? Some benefitsare tangible and someare intangible. The tangi-ble aspects of your schoolinclude your classes, curricula, buildings,

facilities, staff and students (the type ofstudent you attract and graduate). Theintangible aspects of your school includeyour educational philosophy, your mission, your history, your goals and your contribution to the Jewish future.

These tangible and intangible benefitstogether are what you want to sell to your

donors, or rather, what you are offering tothem as funding opportunities.

Another step in this strategic develop-ment is to realistically determine some ofyour school’s shortcomings. Why wouldsomeone resist donating to your school?For example, how will you help overcomea parent or donor’s feeling that day schoolstudents are isolated from the rest of thecommunity? How will you prove that thequality of secular education is never com-promised? This exercise will enable you toaddress anticipated resistances in yourCase Statement.

Finally, you should outline the tone, look and feel you want for your CaseStatement. Should it be bold or straightfor-ward? Is humor appropriate? What aresome of your guidelines, such as logos,slogans and colors? Once you provide thisinformation in the form of a creative brief(see form in Appendix 1), concepts for

your Case Statement can bedeveloped.

After reviewing your creative brief, request that your

writer and graphic designer provide youwith two to three dynamic concepts (creative approaches) for your CaseStatement. Your concepts will arrive asrough comps (samples).

Every good Case Statement musthave a strong and consistent concept.This idea or approach provides inspira-tion, as well as information. It pulls areader into the piece with excitement,dynamism, drama and interest. It isabout communicating your message: how

C R E A T I N G Y O U Rcase statement

5

STRATEGIC DEVELOPMENT

STEP1

STRATEGIC DEVELOPMENT

Before beginning to write, first decide:

• Objective

• Target Audiences

• Mission Statement/Educational Philosophy

• Services/BenefitsYour School Offers (Tangible and Intangible)

• Anticipated ResistanceTo Your School’s Mission

• Tone of Case Statement

CONCEPTING

STEP2

you say it, aswell as whatyou say.

A concept isbased upon thestrategic infor-mation outlinedin the creativebrief, but it isparticularlybased on yourmission state-ment. Thatstatement simply and conciselyexplains whatyour school is.

The job of the concept is to turn that simplestatement into a compelling, moving idea,which begins on the cover and flowsthrough the Case Statement.

The concept you choose will guideyour copy in a particular direction. Youshould provide your writer with a copyplatform (detailed outline of text) thatwill include recommendations for thenecessary components of your brochure.Your decision-making team shouldapprove the copy platform before givingit to your writer.

After your decision-making teamapproves the copy platform, and everyonehas had a chance to give input, select onewriter to do the writing. Whether youdecide to write your Case Statement inter-nally or hire a writer, you will need to shareall the information that will be included.

Typically, the sections that make up a CaseStatement include:

1) The case for Jewish day school education

2) Interviews with knowledgeable parties3) Your school’s history, mission and goals 4) The Partnership with CJP5) Your school’s financial needs

1) THE CASE FOR JEWISH DAY SCHOOL EDUCATION

As part of making a case for support-ing your school, it is crucial that youmake a case for day school education.CJP will share with you the languagethey have prepared that makes a case forJewish day school education. The copymay need reworking to flow consistentlyinto your Case Statement.

For additional copypoints, consid-er referring tothe AVI CHAIFoundation’s CaseStatement, "The JewishInvestment Portfolio." ThisCase Statement is a good resource forinformation and statistics on day schooleducation. To request a copy, please callthe PEJE office at (617) 367-0001.

2) INTERVIEWS WITH KNOWLEDGEABLE PARTIES

There are two reasons to conduct inter-views: 1) to gather information and variedperspectives on your school that willenhance the text of your Case Statement,and 2) to directly quote from in your copy.

When quoted in the Case Statement,6

WRITING PART 1: CONTENT

STEP3

the concept

A concept is an idea which dramatically moves your

Case Statement along. An example of a strong Case

Statement concept is the one used for Adat Ari El Day

School in Los Angeles. They wanted to say they were the

school with a balanced curriculum of secular and Judaic

studies. They wanted to attract both committed Jewish fam-

ilies and those who were on the fence, questioning whether

a Jewish school would appropriately prepare their child for

"the real world." So, the concept they chose was from a

comp that employed the idea, "The Union of the Aleph and

the A." Throughout the Case Statement, each page visually

employed imagery of a Hebrew and English letter. Each

headline was a balance—"From Aleph, Bet, Gimmel, to

Ions, Eons and Atoms" and "From Abraham, Sarah and

Rebecca to Lincoln, JFK and Coretta."

the interview should be distilled to three orfour sentences. Consider using a photo-graph of the interviewee in your CaseStatement to help bring the quote to life.

You might profile a current student, analumnus, a parent, a current donor, aboard member, headmaster, CJP executiveor lay leader. Pick four or five different people. Select interviewees who canimpress upon a donor what a wonderfuland important place your school is. Try tochoose a diverse group in terms of gender

and age, and whose length ofaffiliation time with your school

varies. While it is acceptable to summarizea quotation, simply make sure that yourinterviewee approves any changes youmake to their language.

Reading a quote is an excellent way forprospective donors to get first-hand, enthusi-astic testimonials. Suddenly, it is not merelya Case Statement extolling the virtues of aschool, but a 10-year-old girl who loves hermath and computer science classes. Ormaybe it is a parent who is so grateful thata wonderful Jewish education is availablefor his or her child.

Interview quotes can be used in anumber of ways, such as sidebars, pho-tography captions and self-standing

sections. A short self-standing section canadd infinite depth and excitement to yourCase Statement.

Also, be sure to get a signed releaseform from each interviewee whose quoteor photograph will appear in your CaseStatement.

3) YOUR SCHOOL’S HISTORY,MISSION AND GOALS

Here is your place to shine! Don’t be shy. Sing the praises of your school.Talk about your esteemed history, your successful alumni, your knowledgeable faculty and your dedicated staff. Givesome statistics: How many students doyou have? What courses do you offer?What percentage of graduates go on tocollege and yeshiva? What universitieshave they attended? Describe what makesyour school different from others (i.e.,facilities and special programs). If yourschool is new, tout its philosophy andvision. You can also talk about what specific challenges lie ahead and howyou are working to meet them. No oneknows your school better than you do.This section of the brochure is youropportunity to share that knowledge with your prospective donors.

4) THE PARTNERSHIP WITH CJP

You may also choose to talk aboutyour partnership with CJP and theCommunity Capital Campaign, which issupporting Jewish day school education.

CJP has copy that clearly explains itsfive-year, multi-million dollar commitmentto Jewish day school education and the

We recommend creating a list of questions and conducting alive interview (over the phone or in person), rather than simply

asking for a general comment and quote from your interviewees. Ask

open-ended but targeted questions that steer your interviewee in a spe-

cific direction. Listen for comments with depth and emotion. Ask follow-

up questions to take your interviewee to the next level.

HINT

7

C R E A T I N G Y O U Rcase statement

unique collaboration in the Boston commu-nity. Please contact Terry Holzman at CJP,(617) 457-8629, for the copy.

5) YOUR SCHOOL’S FINANCIAL NEEDS

One of the key sections of the CaseStatement is the "ask." Whether yourschool has embarked on a capital cam-paign, an endowment campaign or youare expanding your annual campaignefforts, you will want to describe your specific financial needs.

Aside from a short, concluding "call-to-action" in your Case Statement, whereyou address your donors directly and askfor their support, it is recommended thatthe sections on your school's financialneeds and donor recognition opportunitiesbe removable inserts.

If your school is conducting a capitalcampaign, the insert should include allnaming opportunities, beginning with thecampus or building, and including interi-or and exterior facilities and furnishings(see Appendix 3 for more detailed“Campaign Insert”).

Increasingly, schools engaged in capital campaigns are also undertakingendowment campaigns. Other schools are embarking on an endowment-onlycampaign. A second insert, specific to the endowment campaign, should alsobe included in your Case Statement (see Appendix 4).

Finally, the annual campaign will

require its own insert. Annual needs forgeneral and designated purposes shouldbe listed (see Appendix 5).

One or all of these inserts shouldinclude information about any donorrecognition systems you may have.Perhaps contributions of a certainamount qualify individuals for certaindonor categories (e.g., the Gold, Silver

and Bronze levels of giving)or other levels of recognition.

Hiring a professional writerwith the skills and experience

to communicate your message is the bestway to ensure dynamic language in yourCase Statement. Because this might not bepossible, the following few paragraphswill give you some insight into writingwith passion.

A SINGLE VOICE

Select one person to do the writing.Your Case Statement, as with any writtendocument, should speak in a single voice.If different people write different sections,make sure that the official writer integratesthese sections into the single voice of therest of the piece.

HEADLINES

When writing your Case Statement,begin with your headlines and concept.From these headlines, develop sub-head-lines for each section of your piece. Thesesub-headlines should be dynamic (withactive verbs and words ending in "ing,"e.g., "Educating Future Leaders") and

8

WRITING PART 2: PASSIONSTEP4

HINTWhile you’re writing, keep in mind donors’ resistances to supporting you. Why

might they not want to give to your school? By responding to their concerns, you engage

your prospective donors, making them feel like you are speaking directly to them and

increasing the likelihood that they will make a gift.

!!!!!!!!

should be supported by the copy. As youwrite, try to tie together the sub-headlinesand the first lines of copy. This will help tobring your readers into the story better.

ATTENTION SPAN

Consider your own attention span andwhat you find interesting to read. Althoughfacts and statistics are important, andshould be included, people enjoy readingfirst-hand accounts such as interviews andquotations. As discussed earlier, readingthat a school is sending many students totop colleges is not as interesting as readingabout alumnus Josh Cohen (perhaps a

scholarship student) whojust graduated frommedical school and is acommitted member ofhis Jewish community.Put the interviews in thefront of your CaseStatement to capture theattention of your reader.

Follow them with further details about yourschool. This is referred to as inspirationbefore information.

SUCCESSES

Avoid grandiose or trite statements suchas "our school is changing the entire Jewishworld" or "at our school, we believe our stu-

dents are special." Instead, describe howyour school is effecting change in the Jewishworld and how your students are special.

END WHERE YOU BEGAN

Think of your copy as a circle. Youwant your readers to feel that the beginningand end are linked. For example, if youstart your Case Statement with a Talmudicquote or parable, bring your conclusionback to it. That way the information seemsmore compelling.

READING OUT LOUD

While you write, read your copy outloud. When you read copy out loud, younotice problems that you wouldn’t have ifyou only read copy silently. Reading outloud is also crucial to infusing the wordswith passion.

EXCLAMATION POINTS

Never use an exclamation point in aheadline or sub-headline. A Case Statementis not a flyer for a banquet or concert.Gratuitous exclamation points do notemphasize your point—they trivialize yourmessage.

PROOFREADING

Make sure that at least two peopleother than the writer proofread the textfor typos BEFORE a final draft is set. TheCase Statement will still have to undergominor changes after it is in the brochureformat (because copy will look andsound differ-ently once it

HINTBe careful not to include information that is time sensitive. No

matter how long you plan to use this Case Statement, you will

want to make it as timeless as possible.

Some elements that date your Case Statement are names of staff

and board members, references to specific events and particularly

trendy props.

HINTProofread—so typos don’t get by you.

HINTWriting for your audience. A Case Statement is

not an annual report, a grant proposal or an academic thesis

and shouldn’t sound like it. Your audience—prospective or

current donors—wants to read something that is emotional,

but more importantly, something clear and as concise as possi-

ble. Your copy must be easy to read and to the point.

C R E A T I N G Y O U Rcase statement

9

is surrounded by pictures and visualtreatments). The more typos you catchahead of time, the more time you saveyour graphic designer.

WORDS TO AVOID

Some words or expressions used ineveryday conversations in the Jewish worldcan make your materials sound less profes-sional. Avoid all idiomatic and colloquialspeech, including Yiddish expressions.

After the copy is written and approved,it is time to implement the design. You willalready have a preliminary design from theCase Statement concepts you received. Thechosen concept will now be developed intoa whole brochure. At this time, you willneed to hire a professional graphic design-er. The following are some items to guideyour discussion with the designer.

THE FORMAT

There are three basic types ofCase Statement formats (seeDrawings 1, 2, 3). The mostcommon format (#1) is boundon one side and looks like a little booklet. A second option

(#2) has a pocket with removablesections. The third format (#3) com-bines elements of the first two and isa booklet that includes a pocket on

the inside back cover.The advantagesof the bookletare that it is lessexpensive to

print and the parts are all connected inone easy-to-read piece. The pocketoptions have a longer life because, asinformation changes, these sections can beupdated and replaced at minimal cost.They also can be customized for specificdonors (i.e., you have separate sectionson your annual campaign and yourendowment campaign so that you can use one or the other for donors with different giving capabilities).

THE SIZE

Your Case Statement should be a standard size—8.5" by 11" is recom-mended unless you choose to include apocket, in which case it should be 9" by12" to accommodate 8.5" by 11" inserts.Both of these sizes will fit in standardenvelopes.

The length of a Case Statementvaries. A good average is 12 pages plusthe cover. A Case Statement fewer thaneight pages may be too short, greaterthan 16 pages will be too long. If youchoose the booklet option with standardsaddle-stitch binding, your CaseStatement will have to be designed inincrements of four pages—this is a printing issue. While you could chooseanother binding option such as ringwire, spiral bind or plastic comb bind-ing, saddle-stitch is generally leastexpensive and your best bet.

1

2

Ideally, all of your marketing materials will work together

using similar design elements. This is a long-term goal, but

start now. You need an integrated image. Even

though your Case Statement may be the most professional-

looking of all your pieces, you should try to incorporate some

of the best elements of your other materials. Consider whether

or not your office materials (i.e., letterhead, business cards,

pledge cards, etc.) match this piece and each other. Is it time

to redesign those as well?

HINT

DESIGNING

STEP5

10

3

AaBbCcDdEeFfGg

PHOTOGRAPHY

For an exceptional Case Statement, you will need exceptional photography.Your prospective donors want to feel yourschool, not just read about it. Do not let the photography be an afterthought.

The most desirable course of action isto hire a photographer. Stock photogra-phy (existing photography available forpurchase) is acceptable to use and can beless expensive than bringing in a profes-sional. One useful online stock resource isPhotodisc.com. At this site you will findnumerous royalty-free images (meaningonce you buy them you can use them asmuch as you want) and links to other stockphotography resources.

We strongly advise that you not usesnapshots taken by amateur photographers.The less professional the photography, theless seriously the Case Statement will betaken.

FONTS

Select one, or at most two, differentfonts for the entire piece (using a differ-ent font for headlines) to give your CaseStatement a consistent feel. Be sure yourfonts reflect the tone of your school andare consistent with the look and feel of allthe school’s fundraising and marketing

materials.

COLOR

You will want to have some color inyour brochure. Although there are countlessoptions, you should probably select a two-color brochure (such as black, blue andwhite, where white is the color of thepaper) or a four-color brochure (full color)

for your Case Statement. Themore colors, the more expensivethe printing costs.

PAPER

Generally, photography looks better oncoated paper. Ink tends to saturate uncoat-ed paper and look washed-out. You canuse a gloss or a dull coat, depending ontaste and style. It is recommended that youuse bright white paper for your CaseStatement. Text on colored paper is moredifficult to read. The paper for your coverwill be different from the inside pages.Consider a 65 pound or an 85 pound"cover stock" for the cover and an 80pound or a 100 pound "text stock" for theinside pages. Your printer can furnish youwith paper samples to compare.

PRINTERS AND PRINTING

A printer can make the differencebetween a good and a bad Case Statement.Find a printer with a good reputation. Manygraphic designers have printer contacts andwill recommend someone with whom theyhave worked.

Make sure that before you get esti-mates from printers, you have decided onthe size, number of pages, color, paper

11

HINTThe marriage of art and copy. Your design

should support and complement your copy. Ask yourself, does

the design on this page emphasize or detract from the mes-

sage being communicated? If it detracts from your copy,

change the design.

PRINTING

STEP6

C R E A T I N G Y O U Rcase statement

stock and quantity. You must giveexactly the same information to eachprinter to make an accurate comparison.Request to see a proof of the job beforeprinting, and tell the printer this whenyou get a price quotation. Review quotesfrom three different printers before selecting one.

The proof you see will be either amatchprint or a blueline. A matchprint is a true example of what the final brochurewill look like. A blueline is a proof takenfrom the film to be used in the printing ofthe job. When you review this proof it willbe the last time you will be able to makechanges. Re-read the entire Case

Statement. Check the pictures, the logoand your contact information. One wrongnumber in your phone number could bedisastrous. Look for "hickeys" (scratches or imperfections). Make sure you are completely satisfied with how everythinglooks before signing off on the job. Do not hesitate to ask your printer any questions.

Don’t allow your printer (or any vendor) to bill

you for more than they originally quoted you without

having received approval beforehand. Many printers

have a +/- 10% of bottom line charge policy—make

sure to ask about this up front.

HINT

Your Case Statement is an importantand influential piece, but it cannot raisemoney by itself. Only when used by anexperienced fundraiser or lay leader inconjunction with an organized fundraisingcampaign, will the Case Statement work to its full potential. Allocate energy andresources to all components of your cam-paign. The Case Statement, as one piece of your bigger fundraising campaign, is a great place to start.

Begin the planning stages of yourfundraising campaign and Case Statementnow. Start assembling your decision-makingteam, lining up your freelance staff anddeveloping your strategic points.

Remember, developing a powerful andeffective Case Statement can be hard work

and time consuming, but it can also befun. The rewards are well worth the effort.Good luck.

CONTACTS

If you have questions or need help,please don’t hesitate to address them toRabbi Joshua Elkin or Herb Tobin at PEJE at (617) 367-0001. If you have specificquestions about the Combined JewishPhilanthropies campaign, contact Beth B.Raffeld, V.P. Development, CommunityCapital Campaign, at (617) 457-8578. For resources such as writers, designersand printers, or to borrow photographs,contact Terry Holzman, V.P. of Marketing &Communications, at CJP, (617) 457-8629.

F I N A L A D V I C E

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appendix

1. CASE STATEMENT CREATIVE BRIEF FORM

2. SAMPLE TIMETABLE

3. SAMPLE CAPITAL CAMPAIGN OPPORTUNITIES INSERT

4. SAMPLE ENDOWMENT CAMPAIGN INSERT

5. SAMPLE ANNUAL CAMPAIGN INSERT

13

14

Date: Project Title: Project Coordinator:

ASSIGNMENT Description of project (e.g., create a case statement, print ad, invitation, etc.)

OBJECTIVE Project’s desired results (e.g., increase awareness)

TARGET AUDIENCES To whom are we talking?

MISSION STATEMENT Your school’s opportunities, competencies and commitments

EDUCATIONAL PHILOSOPHY Your school’s views on Jewish and secular education

SERVICES/BENEFITS YOUR SCHOOL OFFERS Tangible, intangible?

ANTICIPATED RESISTANCE TO YOUR SCHOOL’S MISSION Obstacles/problems this project needs to overcome

TONE OF YOUR CASE STATEMENT Attitude/look/feel of the material to be created (e.g., funny, emotional, bold, edgy, etc.)

MISCELLANEOUS GUIDELINES Use of logos, taglines, legal disclaimers, fonts, black and white vs. four color, etc.

APPENDIX 1: CASE STATEMENT CREATIVE BRIEF

You can use this form to compile your strategic development information. (see STEP 1: Strategic Development, page 5)

APPENDIX 2: SAMPLE TIMETABLE

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CAPITAL CAMPAIGN NEEDS - BUILDING DEDICATION OPPORTUNITIES

Use this template for a capital campaign as a guideline to create an insert for your Case Statement. It has beendeveloped for illustration purposes only. Your capital campaign needs insert should reflect the concept (creative approach) of your Case Statement.

(List in descending donation amount order)

DEDICATION OPPORTUNITIES DONATION AMOUNT

CAMPUS $ __________________

BUILDING $ __________________

WINGS/MAJOR SECTIONS OF THE BUILDING $ __________________

MAJOR AREAS $ __________________

Auditorium $ __________________

Gym $ __________________

Dining Area $ __________________

CLASSROOMS $ __________________

TECHNOLOGY CENTER $ __________________

Computer Stations $ __________________

Equipment $ __________________

Reference Material $ __________________

Online Access $ __________________

LIBRARY $ __________________

Book Collections $ __________________

Name of School: ____________________________________________________________________________

Name of Campaign: _________________________________________________________________________

APPENDIX 3: SAMPLE CAPITAL CAMPAIGN OPPORTUNITIES INSERT

17

DEDICATION OPPORTUNITIES DONATION AMOUNT

BEIT MIDRASH $ __________________

Religious Objects $ __________________

OUTDOOR FACILITIES AND SPACES $ __________________

Entry Circle $ __________________

Playground $ __________________

Gardens $ __________________

Sukkah Area $ __________________

GENERAL AREAS $ __________________

Lounges $ __________________

Reception Area $ __________________

Elevators $ __________________

CATEGORIES FOR SMALLER DEDICATION GIFTS/

PLAQUES FOR WALL OF HONOR $ __________________

Note: Include specialized furnishings for any of the above spaces as separate giving opportunities

Name of School: ____________________________________________________________________________

Name of Campaign: _________________________________________________________________________

APPENDIX 4: SAMPLE ENDOWMENT CAMPAIGN INSERT

18

ENDOWMENT CAMPAIGN NEEDS - ENDOWMENT OPPORTUNITIES

Use this template for an endowment campaign as a guideline to create an insert for your Case Statement. Ithas been developed for illustration purposes only. Your endowment campaign needs insert should reflect theconcept (creative approach) of your Case Statement.

ENDOWMENT OPPORTUNITIES DONATION AMOUNT

PROGRAMS

ENDOWMENT FUNDS FOR A DEPARTMENT $ __________________

ENDOWMENT FUNDS FOR A PROGRAM $ __________________

(Academic and Extracurricular)

SCHOLARSHIPS/FINANCIAL AID $ __________________

LECTURE SERIES $ __________________

PERSONNEL

DIRECTOR $ __________________

FACULTY POSITIONS $ __________________

BUILDING

ENDOWMENT FUNDS $ __________________

(for Maintenance or Expansion of Current Facility)

UNRESTRICTED ENDOWMENT $ __________________

LIFETIME GIVING OR PLANNED GIVING

Wall of Honor Giving Example Amounts

Founder $1,000,000

Patron $500,000

Sponsor $10,000

Giving Society Lions of Judah $1,000,000

Doves of Peace $500,000

ANNUAL CAMPAIGN NEEDS - DESIGNATED OPPORTUNITIES

Use this template for an annual campaign as a guideline to create an insert for your Case Statement. It hasbeen developed for illustration purposes only. Your annual campaign needs insert should reflect the concept(creative approach) of your Case Statement.

DESIGNATED GIVING OPPORTUNITIES DONATION AMOUNT

PROGRAM FUNDING $ __________________

(Academic and Extracurricular)

STAFF FUNDING $ __________________

SCHOLARSHIP FUNDS $ __________________

TECHNOLOGY UPDATE FUNDING $ __________________

ANNUAL DONOR GIVING CATEGORIES

Your school may have donor recognition systems that recognize contributions of varying amounts. This insert can include details about these categories.

EXAMPLES:

GIVING CLUBS $ __________________

(e.g., Gold, Silver, Bronze)

SPECIAL FUNDS $ __________________

(e.g., Benefactor, Patron, Supporter)

FOUNDER CATEGORIES $ __________________

(e.g., Founder, Trustee, Builder)

Name of School: ____________________________________________________________________________

Name of Campaign: _________________________________________________________________________

APPENDIX 5: SAMPLE ANNUAL CAMPAIGN INSERT

19

126 High Street Boston, MA 02110 (617) 457-8500

Partnership for Excellencein Jewish Education

183 State StreetSuite 6Boston, MA 02109(617) 367-0001

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