Case Statements: Visionary Goals and a Promise of StewardshipIf there’s one tenet of fundraising, it’s that “the second gift begins with the first thank you.” It’s what most of us consider “Stewardship.” If you’re a fundraiser, stewardship means saying thank you—again and again, in paper, event, and chachki form. While saying thank you is certainly a critical part of the donor relationship, it’s only effective if it’s part of a larger stewardship plan. It starts with a promise. That promise is called the case statement. Case statements make the promise that your gift will support the most effective effort your charity can muster, will make a difference in a particular way, and that there will be outcomes that can be expected. These promises address the top three statistical reasons donors support one charity over another:
Donors today are much more strategic about giving. With so many charities to choose from, they want to give to charities that address problems with solutions, rather than treating symptoms. They want to understand opportunities that their gift makes possible, not needs that gifts “fix.” As you begin to create your case statements, involve close donors in developing the promise. A limited term task force of leadership volunteers can garner a case statement that will resonate with donors who have not yet made gifts at the support level of your leadership volunteers. And, while the promise is important, it’s only effective if you keep it. So, report early and often what a difference their gift has made. Thank them within one week of their gift. In annual reports, newsletters, and future correspondence, update them on project progress and future plans to reach your goals. In that way, you’ll have built loyalty that not only returns income to your cause, but invaluable, immeasurable word-of-mouth support for all of your efforts. If you’d like support in creating a case statement and marketing plan that delivers on its promise, call the John Brown Limited offices.
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June 2008:Archived Newsletters |
