Case for Support

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  • 1. Case for Support:the heart of astrategy thatreally works
  • 2. Purpose of Case for SupportTo winheartsminds$£€of your donors
  • 3. To Win Support from Donors...Be clearTell them your ‘story’ – make sureit has a beginning, a middle,and an end. Be compelling Tell the parts of your ‘story’ that are most interesting, attractive and emotionally powerful for supporters.
  • 4. To Win Support from Donors…Be comprehensibleSpeak the language your supportersunderstand. Be consistent Same story, same tone of voice, for all media.
  • 5. Internal ExternalThe Case for Support ‘translates’ yourorganisation to your supporters:VisionMissionValuesWorkStrategyEtc.
  • 6. Your Role as A Fundraiser To achieve a balance between:what you want language youpeople to know use internally and andwhat your language youraudiences find audienceinteresting understands
  • 7. Most Important... Your ‘story’ must attractyour donors’ attention
  • 8. Even More Important… Your ‘story’ must beMORE ATTRACTIVE than yourcompetitors’ stories
  • 9. Case for SupportFramework
  • 10. Nine Questions1. What is the problem?2. What drives you to try to help?3. What will change?4. Who are you?5. What makes you special?6. What do you actually do?7. What sort of people are you?8. How have you spent donor money in the past?9. What will you spend my money on?
  • 11. Case for SupportThe Need What problems are we trying to solve?Our Core Belief What are we passionate about?Our vision for When the problems have been solved, in what waythe future will the world be a better place?Who we are What is our role? What ‘type’ of organisation are we?What makes us Why you should choose to support us, ratherSpecial than other organisations.Our Personality How we will behave in all that we do.Our Work Who we work with, where we work, the threats/issues we tackle, the services we deliver, how we workHow your support What your support has helped us achieve in the past,makes a difference what we need you to help us achieve in the future.
  • 12. Who are you talking to?DonorsMembersMajor donorsTrusts, foundationsCompaniesGrant-making donorsVolunteer fundraisers and groupsCampaigners, activistsGeneral publicYoung people
  • 13. 1. Need
  • 14. Need / CauseDefines the problem, threat or issue that the organisation fundamentally exists to deal with.Organisations often have difficulty describing the need: – Implicit – Lost in the mists of time
  • 15. NeedWhat can you write or say that is as powerful as these pictures?
  • 16. INSERT YOUR OWN POWERFUL NEED IMAGES HERE
  • 17. David Walton/PIH
  • 18. Need - examplesWaterAid:Over a billion people don’t have safe waterand over two billion don’t have somewheresafe and clean to go to the toilet.As a result a child dies every fifteen secondsfrom water related diseases. People’slivelihoods, education and dignity are alsoaffected.
  • 19. Need - examplesMerlin:Millions of people die, and the lives ofhundreds of millions more are severelydamaged every year by natural disasters,disease, conflict and the collapse of healthcare systems.
  • 20. 2. Core Belief
  • 21. Core BeliefDrives the organisation and the people who work for it.What we are passionate about.
  • 22. Core Belief - examplesYWCA believes that young women enrichthe world; to discriminateagainst them is to deny young womentheir right to equality and social justice.
  • 23. Core Belief - examplesIn times of acute need Merlin believes instriving to save lives while leaving alegacy of improved health care.
  • 24. 3. Vision
  • 25. VisionInspirational change - even if we are contributing only a small part.When we have put ourselves out of business, in what way will the world be a better place?
  • 26. Vision - examplesWWF’s vision is of a world in whichhumans live in harmony with nature.
  • 27. Vision - examplesAmnesty’s vision is of a world in whichevery person enjoys all of the humanrights enshrined in the UniversalDeclaration of Human Rights and otherinternational human rights standards.
  • 28. 4. Who We Are
  • 29. Who we are Our name + Our cause + The most importantthing we want to say about our work
  • 30. Who we are - examplesGuide Dogs provides guide dogsto blind and partially sighted people.
  • 31. Who we are - examplesAmnesty International is a worldwidemovement of people who campaign forinternationally recognized human rights.
  • 32. Who we are - examplesMerlin responds worldwide withvital health care and medicalrelief for vulnerable people caught up innatural disasters, conflict, disease and healthsystem collapse.
  • 33. 5. What makes us Special
  • 34. What Makes us Special?Those attributes which are distinctive when compared to your main competitors.Enables you to stand out in increasingly crowded market places.
  • 35. What makes us special - examplesWWF is the worlds largest and most experiencedindependent conservation organisation.
  • 36. What makes us special - examplesGuide Dogs is the only UK charity that provides guidedogs to blind andpartially sighted people.
  • 37. 6. Our Work
  • 38. Our Work – 5 QuestionsWho do you work with? (beneficiaries, those you help)Where do you work?Which issues do you address?What services do you deliver?What methods do you use?
  • 39. Who we work withActionAid works with the world’s poorestpeople experiencing theworst injustices.
  • 40. Where we workOxfam works with partners in over70 countries worldwide.
  • 41. Issues we tackleWWF focuses on six globally important issues: • Climate change • Forests • Freshwater • Marine • Species • Toxics
  • 42. Issues we tackleMerlin responds worldwide to emergenciesand crises caused by:Natural disastersConflictDiseaseHealth system collapse
  • 43. Threats/Issues we tackleInternationally, ActionAidfocuses on six urgent priorities:The rights of women and girlsFood and hungerConflict resolutionAccess to education and the opportunity to develop a livelihoodHealthcare, especially HIV and AIDSFair and just governance
  • 44. Services We DeliverWaterAid provides:Safe waterEffective sanitationHygiene education
  • 45. Services We DeliverMerlin’s emergency medicalrelief work focuses on:Preventing and treating epidemicsDistributing emergency drug suppliesOperating mobile clinicsProviding safe drinking water, food and shelter
  • 46. Methods of workingYWCA works through: • Educational group work. • One to one support and information services. • Local and national campaigning. • Research into young women’s issues.
  • 47. How we work – examplesWWF works through a combination of: • Action on the ground • National and international advocacy work to establish appropriate policies • International campaigns to highlight and demonstrate solutions to crucial environmental problems
  • 48. 7. Our Personality
  • 49. PersonalityPeople give to people.Need to create a “personality” for your organisation.How each member of staff or volunteer can be recognised as being part of that organisation, through his or her behaviour.
  • 50. Personality - examplesActionAid:In all that we do, we are brave, modern andhonest.Dimensions:We are friendly, enthusiastic, honest, reliable,committed and caring.
  • 51. 8. How your support has made a difference
  • 52. What Your Support has AchievedHow has your supporters’ money been spent to best effect in the past?How have your supporters’ voices been used most powerfully in the past?What are your Top 10 all-time best achievements?
  • 53. What Your Support has Achieved Merlin touched down in Sri Lanka less than 48 hours after the Tsunami disaster on December 26th, 2004, and was the first international NGO to plan a co-ordinated relief effort with the Ministry of Health. In 2004, Merlin mobile clinics gave medical aid to around 50,000 people fleeing their villages to escape the violence in South Darfur. In the Takhar Province of Afghanistan, Merlin runs a community midwife training programme to combat the high death in childbirth under the Taliban.
  • 54. 9. How your future support will make a difference
  • 55. Why Your Future Support is neededWhat will supporters’ money be spent on in the future?How will supporters’ voices be used in the future?Does your organisation’s strategy have clearly defined outcomes?
  • 56. Why Your Future Support is neededACTIONAIDBy supporting ActionAid you are supporting the poorest people in the world.You are giving them vital services like clean water, education and healthcare. You are enabling them to gain knowledge of their basic human rights – so they are equipped with the information, skills and confidence they need to change their lives themselves.Above all your support will help poor people throughout the world fight poverty and build a better future.
  • 57. Why Your Future Support is neededTake action with UNICEFBy becoming a member of UNICEF UK’s Campaigns Network you will join thousands of people across the UK who are all working to achieve change. Campaigning for childrens rights is at the very heart of UNICEF UKs work. However, the challenges facing children exceed the capacity of any single organisation – by far. That is why your support is invaluable. Only with your help can we make a positive difference and build a world that is fit for children.
  • 58. Case for SupportThe Need What problems are we trying to solve?Our Core Belief What are we passionate about?Our vision for When the problems have been solved, in what waythe future will the world be a better place?Who we are What is our role? What ‘type’ of organisation are we?What makes us Why you should choose to support us, ratherSpecial than other organisations.Our Personality How we will behave in all that we do.Our Work Who we work with, where we work, the threats/issues we tackle, the services we deliver, how we workHow your support What your support has helped us achieve in the past,makes a difference what we need you to help us achieve in the future.