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Capital Campaign Case Statement (Part 4)

This is Part 4 of a series I’m writing on capital campaign readiness. In Part 1, I started at the beginning, by asking: What is a capital campaign, and when do you need one? In Part 2, I discussed the infrastructure that will be needed for your campaign. In Part 3, I discussed human resources needed to support your campaign. In today’s installment, I introduce you to developing your organization’s case statement, in other words, telling your story! I’ll continue the discussion of case for support in Part 5, as well.

In a Nutshell

This is Part 4 of a multiweek series on capital campaigns by Linda Lysakowski, ACFRE. In Part 1, Linda launched the series with the basic questions, What is a capital campaign, and when do you need one? In Part 2, she discussed the infrastructure needs for a capital campaign. In  Part 3, she discussed human resources needed to support your campaign. In today’s installment as well as in the next Part 5, Linda discusses developing your case for support. Linda is the author of two popular books on capital campaigns published by CharityChannel Press, Are You Ready for a Capital Campaign? Assessing Your Nonprofit’s Ability to Run a Major Fundraising Campaign and Capital Campaigns: Everything You NEED to Know.

Developing Your Case Statement for Your Capital Campaign—Telling Your Story

One of the first steps in ensuring capital campaign readiness is to develop a case for support. All organizations should have a case for support for their organization but if your organization has not yet developed an organizational case for support, the campaign is the perfect opportunity to develop the organizational case for support from which the campaign case statement will be developed. If there is an organizational case for support in place, this will form the basis of the campaign case statement. This is the first essential ingredient in effectively communicating the organization’s needs to its constituents.

A preliminary case for support needs to be developed before the planning study is begun. Consultants will need a written piece of information that outlines the organization’s programs and the needs that will be addressed in this campaign to share with the people being interviewed. The preliminary case statement will then be refined during the study before being translated into a final case statement for the campaign. Some of the key ingredients that will be in the case for support include:

  • Mission
  • Vision
  • Values
  • History
  • Current Programs & Services
  • List of Board and Staff
  • Financial Information
  • Need for Future Growth
  • Plan for Addressing These Needs
  • Opportunities for the Donor to Participate in the Vision

Readers of the case will want to know the mission and vision of your organization, what does the organization do, where is it headed, what are its values, and why it is important to the community.

Want to Learn More?

Want to learn more about capital campaign case statement? Pick up a copy of Are You Ready for a Capital Campaign? Assessing Your Nonprofit's Ability to Run a Major Fundraising Campaign, by Linda Lysakowski, ACFRE.Linda goes into much more detail on capital campaign readiness in her workbook, Are You Ready for a Capital Campaign? Assessing Your Nonprofit’s Ability to Run a Major Fundraising Campaign, published by CharityChannel Press. You can order it from the CharityChannel Press bookstore, Amazon.com, Barnes & Noble bookstore, or at a bookstore near you.

The history of your organization is important, especially to the degree that you can show a track record of success. Most donors will not want to support a project unless they know your organization can deliver what it promises. When an organization can demonstrate it has successfully provided programs and has evaluated its success, donors are motivated to be a part of its future success.

The organizational case for support should outline all your programs and services in detail. The campaign case statement will focus on the programs and services that will be involved in this project. For example if a college is raising money for a new performing arts center, they would want to focus the need for expanded programs in this area, the potential audiences for these programs, and the benefit to the students and community of this new center.

Additional items that need to be included in the case are a list of board and staff. Knowing that the governance of your organization is in the hands of well-known and respected community leaders will assure the reader that the organization is governed by people that have the abilities to monitor organization progress and assure that its programs serve the mission of the organization. Likewise, a staff that has the credentials to run the programs is important. Also a sound financial picture must be presented. Donors will not want to support a “sinking ship.” In the campaign case statement, well thought out projections of the financing to build the project will be important.

There must be a clear need for this project, not related to your organization alone, but to the community of which the donor is part. And there must be a logical plan for addressing these needs. Occasionally an organization will do a planning study to determine the community’s take on several plans but you should have a clear idea of your needs and how you plan to address those needs. You cannot go to the public and say, “we think we need more space” without showing that you have evaluated several options and chosen one or two that make the most sense.

Perhaps the most important thing to remember when developing the case for support is that it should always be written from the donor’s point of view, not your organization’s need. What’s in it for the donor? How can the donor become involved? There should be various options for donor’s investment in the project—named giving opportunities, pledges over a period of years, planned giving opportunities, matching gifts. And donor benefits should be spelled out. Remember that to be compelling a case statement needs to have a sense of urgency, but should never appear “desperate.” Remember too, that the case needs to have both emotional and rational reasons for the donor to give. The donor will be drawn in first by emotion, but before writing a check or signing a pledge card, donors will want to be assured that this plan has been carefully thought out and this it will work.

Linda Lysakowski, ACFRE

About the Contributor: Linda Lysakowski, ACFRE

Linda serves as Acquisitions Editor for CharityChannel Press and For the GENIUS Press. In this role she has edited dozens of books.

In addition to her role as editor, she is an accomplished author. Linda is the author of:

Recruiting and Training Fundraising Volunteers
The Development Plan
Fundraising as a Career: What, Are You Crazy?
Capital Campaigns: Everything You NEED to Know
Are You Ready for a Capital Campaign workbook
Raise More Money from Your Business Community
Raise More Money from Your Business Community—The Workbook
Fundraising for the GENIUS, 1st and 2nd editions
The Matriarch (a novel).

She is also a contributing author to:

The Fundraising Feasibility Study—It’s Not About the Money

YOU and Your Nonprofit Board

 

Co-editor of:

YOU and Your Nonprofit and The Nonprofit Consulting Handbook

The Nonprofit Consulting Playbook

 

And co-author of:

The Essential Nonprofit Fundraising Handbook
The Leaky Bucket: What’s Wrong With Your Fundraising…And How You Can Fix It

The New Donor

Nonprofit Strategic Planning

Quick Guide to Developing Your Case for Support

 

A graduate of Alvernia University and AFP’s Faculty Training Academy, she is a Master Teacher. Linda is one of slightly more than one hundred professionals worldwide to hold the Advanced Certified Fund Raising Executive designation. She is president of Linda Lysakowski, LLC, dedicated to inspiring creativity and philanthropy. In her thirty plus years in nonprofit work, Linda has managed capital campaigns, helped hundreds of nonprofit organizations achieve their development goals, and trained more than 30,000 development professionals in Canada, Mexico, Bermuda, Egypt, and most of the fifty United States.

 

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