Do you struggle to communicate your message to potential donors in a way which feels natural and invites them to partner with you? One of the first steps in accomplishing this goal is to discover the types of people who give, why they give, and what information they might need to see in order to make a decision to give. The first part of this webinar will include an overview of data related to giving, such as what motivates people to make a charitable contribution to you (and what doesn’t) and which types of organizations receive funding.
The second part will include information about messaging, specifically what is known as a case statement. This document could more aptly be named ‘Your Story.’ It is meant to inspire people to give to your organization. It provides a vision of what is possible – with the help of donors, support, and partnerships. After a potential donor reviews your case statement, they should have a pretty good idea of what you’re doing, why it’s important, why yours is the best organization to tackle the issue, and what they can do to help.
In addition to being useful for major gift asks, a case statement provides information you can build other materials around. This one document (or documents, if you have several different programs), can help to build cohesive messaging that helps potential donors see how they might fit into your story.
Some core ideas we will cover in this webinar include:
- one fundamental mistake people make in communicating their needs
- what motivates people to make a charitable contribution to you (and what doesn’t)
- which types of organizations receive funding
- tips to share your story in a way that motivates people to take action
Additional Materials and Links on Creating Excitement
Download the slides: Creating Excitement Through Your Case Statement (PDF)
Download the audio: Creating Excitement Through Your Case Statement (MP3)
Some links discussed in this training:
- GivingUSA https://givingusa.org/
- Fundraising Effectiveness Project http://afpfep.org/
- Penelope Burk's work https://cygresearch.com/
- The 2018 U.S. Trust Study of High Net Worth Philanthropy (Bank of America) https://scholarworks.iupui.edu/bitstream/handle/1805/17666/high-net-worth2018-summary.pdf
- "The Strength of Weak Ties" by Mark S. Granovetter (1973) https://www.jstor.org/stable/2776392?seq=1#page_scan_tab_contents