Does your case for support need fundraising heart surgery?
Major gift fundraising is virtually impossible without a clear, succinct and compelling Case for Support – a case that offers someone an irresistible opportunity to connect their ambition to your mission. Of course, one size never fits all. And while your core case will be informed by deep donor insight, the way in which the case is delivered will vary depending on the relationship you have with a prospective donor and your insights into their potential motivations for giving. It’s complicated.
Having said that, a strong case will be driven by a clear and programmatic ambition, such as:
Providing solar lighting in refugee camps for UNHCR
Transforming the availability of music therapy in the UK for Nordoff and Robbins
A new ship (and much more) for Greenpeace International
That’s just three examples from 20+ major projects where we have partnered on case development and delivery with vital causes. Often, we produce public-facing materials: written narratives, powerful films (from inspiration pieces for events to mini-documentaries), printed materials, presentations and digital assets, talking points for speeches… inspiration by any means necessary.
Given the need for flexibility and that one size doesn’t fit all, sometimes it’s an internal toolkit – messages, stories, and visuals to be deployed flexibly by fundraisers according to their audience.
Every case will cover the need, the solution, your credentials to deliver that solution, and the donor opportunity (areas of funding need, levels of funding need, opportunity for future feedback, involvement, stewardship). Beyond these established areas, there are five principles we use when developing a case.
Rational versus emotional balance: given the time and strategic wrangling it can take to agree a case focus internally, causes are often in a ‘dry’, rational mindset by the time they reach a creative development stage. Rational can be good, if that’s what your prospect needs. Yet even here, you need a powerful emotional narrative. And when approaching individuals, just like any effective individual giving, we need to change brain chemistry and make hearts beat faster. At high levels of potential gift, this balance can vary greatly from prospect to prospect.
People first: stating the obvious, but prospects are people. Often very busy people. What do you know about them as individuals, and how we will you tailor your offer to make it irresistible?
Visual narrative and creative assets: some causes agonise over each individual word while neglecting the visual narrative. So, what’s your visual narrative? What creative assets do you have – footage and stills? And audio too: including the views and voices of those who support you or those who deliver your work.
Fundraising heart surgery. Creating a long, complex, all-inclusive case is easy (and also dull). The process of fundraising heart surgery, to connect the heart of your cause to the story of the potential supporter, is where the magic lives.
Mementoes and moments. What can you offer to a prospect that is truly unforgettable? A conversation they will always remember? A tangible item they will treasure? A film that creates tingles and changes their view of what they can achieve? A visit or unique experience?
Whether you are working on a defined capital campaign or simply trying to raise your game on broader major donor fundraising, getting all of this right is challenging, and also undoubtedly hugely rewarding.
If you like what you’ve seen behind the curtain, we’d love to chat. You can email me at derek.humphries@dtvgroup.co.uk, or reach us at helloDTV@dtvgroup.co.uk.
Bio
Derek Humphries is a director and creative strategist at DTV Group and helps causes worldwide communicate and fundraise with undiluted inspiration.