The document outlines a presentation on developing a 'case for support' as a crucial element for effective fundraising in non-profit organizations. It explains key concepts including the distinctions between an internal and external case, the components of a case for support, and the process of engaging stakeholders and donors. The presentation emphasizes the importance of crafting a compelling case that articulates the organization's mission and goals to secure funding and support.

1. Developing Your Case for
Support: The Foundation
For Your Fundraising
Success
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Our guest presenter »
Robin Cabral, CFRE
@HIREACFRE
• 20+ years experience
• founded Development Consulting
Solutions “Hire A CFRE!” in 2012
• National Catholic Development
Conference Planning Committee and
Professional Development Committee
member
• AFP-RI board member
• AFP Master Faculty Trainer
• AFP International Education and
Training Committee

5. How to Craft a Winning Case
for Support
November 2, 2017
Robin L. Cabral, MA, CFRE

6. This is it!
Quite simply the most important document that your
organization will ever write.
It is the cornerstone of all your fundraising activities
and a portfolio of accomplishments.
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7. Developing your case for support
• Learn the key terms and concepts central to work
of case development.
• Define external case and internal case.
• Learn how to put the case to work.
• Learn the difference between a marketing brief and
a case expression.
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8. Case for support
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9. What is a cause?
• A set of interests served with dedication.
• It is a community need that the non-profit is
working to meet.
• Examples of causes: eliminating hunger, reducing
homelessness, and providing higher education.
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10. What is a case for support?
• Statements as to why you and your organization
deserve support.
• Bigger than your organization and relates generally
to a cause.
• Encyclopedic accumulation of information about
the organization, its cause and how it serves its
cause.
• Answers the most compelling questions about your
organization: Who are you? Why do you exist?
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11. What is a case statement?
• They are developed for various programs and
constituencies.
• Present the argument to support specific needs,
causes, programs, or constituencies.
• Part of the overall case or developed separate
documents.
• Selects and articulates key points from overall case.
• Has a particular focus.
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12. Case expressions
• Specific publication or communication
• Specific fundraising strategies
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13. Internal and external cases
• An internal case is case resources, or compilation of
information that supports the preparation of
documents and publications.
• An external case is the case expression, a
presentation of the case in a brochure, a letter, a
report, a proposal or speech.
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14. Where the case fits in
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15. The foundation!
• First step in the planning process and first step in
fundraising cycle.
• Fundraising anchored to case, supports and shapes
all else.
• Bedrock for each step.
• Deserving of energy.
• CASE: Cause at hand, Action addressing cause,
Statement of goals, Expected results.
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16. Who develops and reviews
• Leadership from staff, executive or development
director
• Engaging others ideas – board, volunteers, donors
and prospects.
• Questions and challenges strengthen the case.
• Collected wisdom of multiple participants,
accumulated step by step, strengthens case.
• Donors validate case.
• Right people reviewing, insight and approval.
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17. Components of a case for support
• Resources that provide information on everything a
potential donor might want to know about
organization.
• Provide information on which case is built.
• Database or information bank from which specific
case statements and expressions are drawn.
• Needs to be accurate and current.
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18. • Components consist of: mission statement, goals,
objectives, programs and services, finances,
governance, staffing, service delivery, planning and
evaluation, and history.
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What are the case components?

19. Case components defined!
• Mission statement - Tells why an organization exists and
why it does what it does but not what it does. Declaration
of values.
• Goals and objectives – Goals are general statements
identifying what organization would like to accomplish as it
seeks to meet needs. Objectives are precise results and
specific statements about the ways organization will reach
its goals.
• Programs and services - Detailed descriptions of how the
organization carries out its objectives in meeting the goals
that fulfill its mission.
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20. Case components defined!
• Finances - Nonprofit fiscal information and gives a clear
picture of how the organization acquires and spends
financial resources. Establish and validate need for
contributed income.
• Governance – Describes how an organization is governed
outlining the trustees and directors, selection process,
composition, strengths, etc.
• Staffing - Indicates competence and professionalism
through credentials and biographies.
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21. Case components defined!
• Service delivery - Description of the facilities and the
mechanics of delivery for your programs and services.
Illustrates how accessible and convenient you are.
• Planning and evaluation – Description of short and long
range planning processes. Demonstrates organization’s
commitment to carrying out mission, goals, and objectives.
• History - A history of achievement establishes the past
effectiveness of the nonprofit in meeting community needs
and solving problems. Rarely the most compelling reason to
give.
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22. Putting the case to work!
• Testing the case with key stakeholders.
• Engaging donors with case.
• Can be used as a communications, marketing,
training, planning, and inspirational tool.
• Internal resource document.
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23. Other key case points!
• The case is a living, breathing, dynamic document.
• Should be reviewed annually.
• Process is more important than product.
• Identified key donor objectives.
• Creates by-in and ownership.
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24. Moving beyond the case!
• Marketing brief concept.
• External case expressions and collaterals.
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25. Marketing brief concept
• Summary of the internal case for support in 200-
300 words.
• Not for publication, used internally to gain support
and approval.
• Map of your story showing connections, frames the
tale. It is the skeleton, the structure beneath the
surface.
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26. External case
• Once the institution’s leadership reaches consensus on the
campaign purpose, size, and strategy, the case statement is
updated and becomes the basis for the following materials:
– Websites and brochures.
– Foundation proposals.
– Appeal letters.
– Pledge cards and reply devices.
– Campaign prospectus/newsletters.
– Press releases.
– Newsletter articles.
– Speeches.
– One-on-one presentations to individuals.
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27. Key concepts in review
• The case defined.
• The case and fundraising.
• The case and its components.
• The case at work.
• The case and beyond: marketing briefs and
expressions.
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28. Take it back…
• The top three ideas, concepts, or thoughts inspired
during this training that you will take back to your
office and implement immediately.
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29. Questions and Answers
• At this time, your questions are welcome!
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30. Contact me
Robin L. Cabral, MA, CFRE
Development Consulting Solutions
www.developmentconsultingsolutions.com
Office (508) 993-9383
Mobile (508) 685-8899
rcabral@developmentconsultingsolutions.com
www.facebook.com/developmentconsultingsolutions
https://www.linkedin.com/in/robincabral/
@HIREACFRE
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31. Questions?

32. https://bloomerang.co/resources
•Nonprofit Wrap-Up
•Bloomerang TV
•Bloomies
•eBooks
•Daily blog post
•Weekly webinars
•Templates
•Guides

33. https://bloomerang.co/bloomcon

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