This document provides information on making the case for fundraising. It discusses the importance of articulating why donors should support an organization by distinguishing the organization, the issues it addresses, how it measures impact, and opportunities it provides. The preparation process involves developing mission statements, strategic plans, programs, finances, evaluations, and donor stories. An effective case should communicate the rationale for giving and inspire stakeholders. Digital storytelling is also discussed as a key method for expressing what makes nonprofits unique and worthy of attention in order to enable audience identification and desired responses. A case study and panel discussion then follow with a question and answer period.
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WOC 2020 Symposium - Tell Your Story: Make the Case Panel
1.
2. TRACK | FUNDRAISING
Tell Your Story:
Make the Case
Sara Peña, Director, New Jersey Department of State, Center for
Hispanic Policy, Research and Development
HuiWon Choi, Founder and President, Ampersand Fundraising
Liz Ngonzi, Founder and Executive Director, The International
Social Impact Institute at Hunter College, CUNY
Galina Angarova, Executive Director, Cultural Survival
3. Agenda
• Introduction
• Make the Case
• Preparation and Process
• Digital Storytelling
• Case Study
• Panel Discussion
• Q&A
5. Importance of a Case
• What distinguishes you?
• What issues will the donor address by supporting you?
• How do you measure and demonstrate impact?
• What are the opportunities?
• How to you plan to achieve your mission?
• Why now?
• Why should people invest in your organization?
6. Preparation
• Mission statement
• Strategic plan
• Programs and services
• Finances
• Evaluations
• Donor/client stories and quotes
• Visuals
11. We Learn Through Stories
Source
Source
Source
Source Source
SourceSource
@LizNgonziSourceSource
12. Stories are Key to Making the Case
• Express what makes nonprofits
unique and worthy of attention /
support.
• Enable audiences to identify with
them.
• Provide the case for intended
response (e.g., grant, online
donation, advocacy).
Image Source
Every Nonprofit
NEEDS
a Well-Crafted Story!
@LizNgonzi
13. Storytelling
Framework:
Problem – Why you do what
you do
Solution – What you do and
how you do it
Impact – Why what you do
matters*
Ask – Action(s) you want
audience to take
*Goes beyond just results
@LizNgonzi
15. Challenges Nonprofits Must
Overcome Online:
• Prevalence of fraud
• Limited budget to execute
• Lack of visibility online (limited digital footprints)
• Physical distance from the supporter
• Worldwide competition
Image Source
@LizNgonzi
16. Key Elements Of Effective Digital Storytelling:
This Photo by Unknown Author is licensed under CC BY-SA-NC This Photo by Unknown Author is licensed under CC BY-NC-ND This Photo by Unknown Author is licensed under CC BY-SA-NC This Photo by Unknown Author is licensed under CC BY-NC
Transparency Authenticity Clarity Relevance
@LizNgonzi
18. My LinkedIn Profile
LizNgonzi.com
My New York University
Digital Storytelling Course
Resources To
Help Boost
Your Stakeholder
Engagement and
Career
@LizNgonzi
What distinguishes you?
What issues will the donor address by supporting you? What are your priorities? / Where will the investment go?
How do you measure and demonstrate impact?
What are the needs? / What are the opportunities?
Why is it important for you to succeed? / What would happen if you don’t?
How to you plan to achieve your mission?
Why now?
Consulted:
- Committee
- Focus groups
- 1:1 conversations
Interviews
Program, finance staff/other
Disconnects
Formats for different audiences, segment
Buy in and ownership.
Someone who will need to be persuaded by the case or will be using the case to persuade others