Your case for support is a story
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There's a worrying trend out there in storytelling land. Too many non-profits either don’t have a case for support at all or have put a huge amount of effort and expense into creating one that, well... kinda sucks. But cases for support are critically important to non-profit fundraising, and every non-profit should have one. No longer tied solely to capital campaigns, a strong case will pull your stakeholders together, touch people’s hearts, and elevate philanthropy. And what's the most important element of an exceptionally effective case? The story that you weave into it. Stories are uniquely yours. They uniquely illustrate the problem and the solution. They are at the heart of everything you do. Leah shares the secrets to case-specific storytelling, along with lots of really great examples. Presented at the 2018 Nonprofit Storytelling Conference
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Your case for support is a story
- 1. Your Case for Support is a Story Leah Eustace, CFRE, ACFRE President and Head Paddler Blue Canoe Philanthropy www.yourbluecanoe.ca Tweet @LeahEustace
- 3. Do you need a case?
- 4. What, exactly, is a case for support?
- 5. Think of your case as a symphony…
- 6. The best cases for support focus on the ‘why’ of the cause, rather than the ‘how.’
- 7. They talk less about the institution, and more about the donor as the hero of a story that concludes with a transformational solution to a problem.
- 8. “If a story is not about the hearer he [or she] will not listen . . . A great lasting story is about everyone or it will not last. The strange and foreign is not interesting--only the deeply personal and familiar.” ― John Steinbeck, East of Eden
- 9. • Capital Campaign • Project • Endowment • Organizational • Other? Types of case:
- 10. • ‘Divisible-by-4’-page document • Website or microsite • Social media • Powerpoint • Video • Brochure • Annual report • Gratitude report • Other? How do you use it?
- 11. Who is it for?
- 12. Philanthropic transformation is not the job of one person. It’s the job of a team of people working in alignment.
- 13. What questions should the case answer? What? Why? How?
- 14. Who should write the case?
- 15. What to include in your case • Emotional and powerful opening • Mission and vision • History of impact (brief) • Problems that need solutions • Outcomes/solutions • Sense of urgency • Call to action
- 16. Stories!
- 17. What’s unique about storytelling in a case for support?
- 18. Frame Narrative
- 19. A frame story is a story set within a story. In novels, a character starts telling a story to other characters, or he sits down to write a story, telling the details to the audience. The Canterbury Tales is the best known example.
- 20. A Walk Through the Development of a Case
- 21. Steps 1. Background gathering (2/3 of the work happens here) 2. Creative strategy 3. Visualization 4. First draft 5. Additional interviews if required 6. Draft artwork 7. Completion
- 22. Step 1: Background • Strategic plan(s) • Annual reports • Proposals • Brochures • Website • Program information What else?
- 23. Step 1: Background Conducting interviews
- 24. • How would sport be different if your organization didn’t exist? • Tell me about your pivotal moment? • Take me on a walk through xxx • Tell me about a particular person you've met, or a program you've been involved with (or a story you've read) involving [organization’s] work that has stood out for you • Why should donors care?
- 25. What’s the Frame Narrative? Love, respect and dignity for Chinese seniors
- 28. Stories used in this case: • Love and respect for elders • The transformation that culturally- relevant care brings to loved ones • Building falling down around them • Cultural pride (mah-jong, familiar food) • True caring (the red cup) • True love (Mr. & Mrs. Li) • The vision of the home they deserve Love + Respect + Caring
- 30. Writing Tips
- 32. Show and Tell
Editor's Notes
- How many of you have a case for support? How many wish they had a case for support? How many don’t think they need a case for support, but the title of the session caught their eye Are you happy with your case? Why are you here?
- Every single one Put your hand up if every single person in your organization knows what you’re raising money for?
- The argument for supporting your cause “making your case” Your rallying cry
- The music plays seamlessly The audience is enthralled… they may laugh, they may be moved to tears… they’re all in But what goes into that piece of music? Many people playing different instruments and different times A conductor pulling it all together You’re the conductor Your musicians are your beneficiaries, board, volunteers,
- Donor-sized hole
- Donors Prospective donors Board members Other volunteers As much an internal rallying cry as anything else
- Your wealthiest donor, your CEO, your bookkeeper and your receptionist should all be equally inspired by it, and should equally understand it
- Internal or external?
- the importance of PCCF; an outline of the problems that need solutions; the solutions to the problems; the expected outcomes of a successful campaign; PCCF’s history, track record, impact, and accountability; a brief menu of ‘purchase choices’ outlining what the donor’s investment will ‘buy;’ a sense of urgency; and; a clear and compelling call to action.
- Were you wondering when I’d get to the point?
- Storytelling with cases is different
- The prologue sets the narrative, introduces the characters and explains why they’ve all come together
- Someone who knows history/impact Someone who can talk about future vision Program people Donors Beneficiaries Other? Interviews for political purposes
- Lots of emotion Donor is at the centre of the story Write at a grade 6 or 7 level Don’t try to educate Try writing a first draft without mentioning the name of your organization Write when you’re feeling emotional
- art