Making Your Case How to Sell Your Vision to Donors by Tom Ahern www.aherncomm.com Case for Support Tom Ahern www.aherncomm.com 1
U.Toronto s Billion $ Campaign Began in 1997, ended 2004 217 donors gave $1 million or more Of them, 30 gave $5 million or more Case for Support Tom Ahern www.aherncomm.com 2
U.Toronto s Billion $ Campaign 95,000 donors gave less than $1,000 112,819 donors in total gave Almost half were first-time donors Case for Support Tom Ahern www.aherncomm.com 3
What a case isn t Case for Support Tom Ahern www.aherncomm.com 4
Not a grant proposal. Not an internal memo. Case for Support Tom Ahern www.aherncomm.com 5
A sales brochure. Case for Support Tom Ahern www.aherncomm.com 6
Emotionally gratifying, like a good new car brochure. Case for Support Tom Ahern www.aherncomm.com 7
No specialists here! Case readers are volunteers, giving i you a few minutes of their valuable time. Case for Support Tom Ahern www.aherncomm.com 8
And you can t expect them to read deep. Case for Support Tom Ahern www.aherncomm.com 9
The fickle eye. Case for Support Tom Ahern www.aherncomm.com 10
Jargon is an enemy. The writer s goal: Zero. Case for Support Tom Ahern www.aherncomm.com 11
Words that have value, say, in education - words like interdisciplinary -are are not understood off campus. Case for Support Tom Ahern www.aherncomm.com 12
Displays of egregious erudition are annoying. Case for Support Tom Ahern www.aherncomm.com 13
All fundraising copy should sound soudlike esomeone eoetalking. -- George Smith, Tiny Essentials of fwriting i for Fundraising i Case for Support Tom Ahern www.aherncomm.com 14
XYZ University'ss strategic plan is designed to amplify the university's s academic excellence. The result of a 13-month planning effort, the plan identifies strategies to enhance the university s work for students on three fronts: Reinterpreting the liberal arts skills of communication and critical thinking to take into account 21st-century challenges and opportunities Multiplying connections between students and faculty members by building on the faculty s record of original research and creativity Building on XYZ University s strong sense of community, locally and globally What s wrong? Too much insider jargon. No worthy emotional goal. No donor in sight. Case for Support Tom Ahern www.aherncomm.com 15
Emotionally worthy goals Within a decade, if all goes according to plan, XYZ University i will emerge as the top school in its class, leaving behind our peer schools of today. Admittedly, dl the plan is ambitious. And it won t be cheap: excellence in education at this level l never is. Plain talk But we will get there, thanks to your vision, your commitment, and your help. The donor is the hero Case for Support Tom Ahern www.aherncomm.com 16
What a case is Case for Support Tom Ahern www.aherncomm.com 17
All cases, 3 things: Make a promise. Rl Relate it to people. Celebrate the donor. Case for Support Tom Ahern www.aherncomm.com 18
Donor People give to people for people Promise Case for Support Tom Ahern www.aherncomm.com 19
A case is not a description of what you do. Case for Support Tom Ahern www.aherncomm.com 20
Just as good Case for Support Tom Ahern www.aherncomm.com 21
A case is a description of what you promise. Case for Support Tom Ahern www.aherncomm.com 22
They are not giving to this, at least not initially Memphis Child Advocacy Center Helping Victims Become Children Again They are giving to this Case for Support Tom Ahern www.aherncomm.com 23
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What was so special about this? Oh, right. Case for Support Tom Ahern www.aherncomm.com 25
A campaign case talks about where you re headed. Case for Support Tom Ahern www.aherncomm.com 26
You re at A. Case for Support Tom Ahern www.aherncomm.com 27
People are living longer in America all the time. And for 3 out of 5, it s a very bitter ending for themselves and their families. Why? Because 3 out of 5 Americans over the age of 85 today get Alzheimer s. Case for Support Tom Ahern www.aherncomm.com 28
What s your B? Case for Support Tom Ahern www.aherncomm.com 29
But this grim outlook could soon improve. Our research could help shrink the number afflicted with Alzheimer s significantly, maybe down to 1 in 5 -- within a decade. We re ready. But we can t do it without your help. Case for Support Tom Ahern www.aherncomm.com 30
today > tomorrow before > after problem > solution evil > good Case for Support Tom Ahern www.aherncomm.com 31
What does a big bucks campaign case statement look like? Case for Support Tom Ahern www.aherncomm.com 32
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Directly addresses the reader Reveals the goal lin 1st sentence Fear Fear Hope Vision Navigation Subheads break up dense text Answers a leading Send to web skepticism immediately Total words: roughly 550 Case for Support Tom Ahern www.aherncomm.com 37
Yale College is thriving, perhaps as never before. Promise: building multinational graduates A Recognizing that excellence is no excuse for complacency recommended substantial improvements in the curriculum B Promise: bringing a Yale education within reach of anyone good enough to be admitted Promise: perpetual glory. These are mostly named endowments. B Promise: science-rich Promise: arts expansion In a nutshell: We researched. And we discovered weaknesses that this $3 billion campaign will fix. It s just a matter of money. Case for Support Tom Ahern www.aherncomm.com 38
Cases are written for the time-pressed. Case for Support Tom Ahern www.aherncomm.com 39
> easy-to-use reference > leave-behind > publication i for the masses Case for Support Tom Ahern www.aherncomm.com 40
They walk readers through the argument in obvious steps. Case for Support Tom Ahern www.aherncomm.com 41
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Section 1: The welcome message. 72 words long. It explains the campaign theme. Section 2: The introduction. 6 paragraphs totaling 288 words. Specifies the need: $30 million for "a number of significant capital projects." Section 3: The organization's history. 10 paragraphs totaling 500 words. Section 4: The organization's philosophy. 144 words. Explains the organization's concept behind a wonderful nursing/retirement home. Case for Support Tom Ahern www.aherncomm.com 43
Section 5: Why our mission matters today. Brings reader up to date on what the organization is doing now. The midsection: at 1,600 words, the longest, too. Section 6: The vision. The chair talks briefly about the vision, in 500 words. Section 7: The call to action. The foundation chairman calls for gifts. Section devotes 1,200 words to what will be built with the $30 million. Section 8: A closing thank you. 250-word wrap up opens with quote from the foundation president stressing the members' proud legacy of caring for others. It pleads, "Won't you give?" Case for Support Tom Ahern www.aherncomm.com 44
The shape of a case: Word count 1600 1400 1200 1000 800 600 400 200 0 Case for Support Tom Ahern www.aherncomm.com 45
Ultimately, why do donors give? Pre-existing values, interests, emotions, and connections. Case for Support Tom Ahern www.aherncomm.com 46
You don t argue anyone into giving. Instead, you make matches. Assuming Case for Support Tom Ahern www.aherncomm.com 47
Trust and results. The research found that trust in an organization (82%) and measurable community impacts (81%) are key to decision makers when determining which cause to support. Cone, Inc., January 2007 Case for Support Tom Ahern www.aherncomm.com 48
Proof Promise Case for Support Tom Ahern www.aherncomm.com 49
Is 22 pages pg enough? Case for Support Tom Ahern www.aherncomm.com 50
The three B s: Be brief. Be brilliant. Be gone. Case for Support Tom Ahern www.aherncomm.com 51
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You should be able to skim a case, as you would a newspaper, and get the key points, without reading ANY of the long text. That s reader convenient. Case for Support Tom Ahern www.aherncomm.com 54
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If a prospect p reads 500 words,,you re lucky. Case for Support Tom Ahern www.aherncomm.com 56
My ygoal: Whole thing in the first 50 words. The rest backs it up. Case for Support Tom Ahern www.aherncomm.com 57
30 words Case for Support Tom Ahern www.aherncomm.com 58
The promise, part 1 Donor importance recognized The people at stake The promise, part 2 Case for Support Tom Ahern www.aherncomm.com 59
$500 million goal Case for Support Tom Ahern www.aherncomm.com 60
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$35 million raised Case for Support Tom Ahern www.aherncomm.com 62
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$50 million raised Case for Support Tom Ahern www.aherncomm.com 64
The three big questions Case for Support Tom Ahern www.aherncomm.com 65
Why us? Why now? Why you? Case for Support Tom Ahern www.aherncomm.com 66
Why us? What are we doing that s so uniquely wonderful that the world should want more of it and support our new plans? Case for Support Tom Ahern www.aherncomm.com 67
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Why now? What s the big hurry? What changed? Why is this crucial now? Case for Support Tom Ahern www.aherncomm.com 70
Audiology. People come to us from all over the world. And they ask, Where s the building? Case for Support Tom Ahern www.aherncomm.com 71
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Why you? You is the donor. Why are donors critical to your vision? Have you made them the heroes? What are your emotional triggers? Case for Support Tom Ahern www.aherncomm.com 73
The most important word in your case Case for Support Tom Ahern www.aherncomm.com 74
A brief look at the link between your philanthropy and this university s greatness signed by the president The most important word in your case Tomorrow requires something more: a massive increase in philanthropic investment, led by people like you. Case for Support Tom Ahern www.aherncomm.com 75
So you tell opportunity stories. Case for Support Tom Ahern www.aherncomm.com 76
the key motivator for giving g is not need, but opportunity. Case for Support Tom Ahern www.aherncomm.com 77
An opportunity to express their values. Case for Support Tom Ahern www.aherncomm.com 78
An Opportunity Case for Support Tom Ahern www.aherncomm.com 79
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Opportunities to memorialize Case for Support Tom Ahern www.aherncomm.com 81
An opportunity to be publicly recognized for contributing to the community. Case for Support Tom Ahern www.aherncomm.com 82
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The opportunity to feel like they ve made a difference. Case for Support Tom Ahern www.aherncomm.com 84
Giving is not about a calculation of what you are buying, Yale economics professor, Dean Karlan, proved. It is about participating p in a fight. The New York Times March 9, 2008 Case for Support Tom Ahern www.aherncomm.com 85
Are you inviting iti your donors to a fight? Case for Support Tom Ahern www.aherncomm.com 86
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Donors don t give to your organization. They give through your organization to: fix a problem they worry about; sustain or expand a solution they believe in; get more of what they re interested in; feel like they ve made a difference. Case for Support Tom Ahern www.aherncomm.com 89
What PROBLEM are your donors the SOLUTION to? Case for Support Tom Ahern www.aherncomm.com 90
You tell recognition stories. Case for Support Tom Ahern www.aherncomm.com 91
Donor-OPTIONAL: We did this. We did that. We were amazing. Oh, by the way, thanks. Case for Support Tom Ahern www.aherncomm.com 92
Donor-CENTRIC: With your help, all these amazing things happened. And without your help, they won t t. Case for Support Tom Ahern www.aherncomm.com 93
Make your donor the real hero of the story And shift the burden for achieving success to their shoulders Case for Support Tom Ahern www.aherncomm.com 94
My process: Baking the 5-7 day case Case for Support Tom Ahern www.aherncomm.com 95
Gather the ingredients Case for Support Tom Ahern www.aherncomm.com 96
Your mission Every outbound communication Your vision News clippings Your values Relevant position papers Your strategic plan (goals and Descriptions of your programs objectives) and services (brochures) Monetary goal and what that $ Proof your programs work buys Overview of your governance Data on those you serve Staffing Trends Financial information Info on emerging or increasing i needs Organization s history Case for Support Tom Ahern www.aherncomm.com 97
Conduct interviews. Take notes. Case for Support Tom Ahern www.aherncomm.com 98
Tell me again: Why does our work matter? Case for Support Tom Ahern www.aherncomm.com 99
You re probing for proof. Case for Support Tom Ahern www.aherncomm.com 100
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You re gathering concrete details. Case for Support Tom Ahern www.aherncomm.com 103
Skim the cream. Compile an internal case. Case for Support Tom Ahern www.aherncomm.com 104
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An internal case is a database YOU use. It is NOT for public consumption. Refer to it when you need to write letters, feasibility cases, draft cases, grant proposals, brochures, pitches, editorials, i PowerPoints, P newsletter articles, and such. Case for Support Tom Ahern www.aherncomm.com 106
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Backgrounders Interviews News articles Case for Support Tom Ahern www.aherncomm.com 109
Heath Bros. say: Outsider eyes. Case for Support Tom Ahern www.aherncomm.com 110
Donors are staggeringly ignorant of the causes they support. -- Richard Radcliffe, dean of UK donor researchers Case for Support Tom Ahern www.aherncomm.com 111
You hope to connect with an interest tor a value. Enchant. Surprise. Case for Support Tom Ahern www.aherncomm.com 112
Find the perfect statistic. (Not 25 perfect statistics. Trend-spot.) Case for Support Tom Ahern www.aherncomm.com 113
For a $3 million domestic violence shelter Case for Support Tom Ahern www.aherncomm.com 114
Have proof. (Anecdotes. Testimonial. Endorsements from outside experts.) Case for Support Tom Ahern www.aherncomm.com 115
When she entered our 3rd grade, she couldn t spell cat cat. At the end of the year, she could spell Tchaikovsky. Case for Support Tom Ahern www.aherncomm.com 116
Entertain: news, unique things, surprises, drama. Case for Support Tom Ahern www.aherncomm.com 117
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Neuroscience says Coming across new information triggers a chemical reaction that makes us feel good, which in turns causes us to seek out even more of it. Source: Wall Street Journal article by Lee Gomes, on USC neuroscientist, Dr. Irving Biederman; published March 12, 2008 Case for Support Tom Ahern www.aherncomm.com 119
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Also new-ish Words like future, secret, hidden, hints, tips, update, private, confidential, mystery, discover, unveil, expose, reveal, divulge. Depts. like "Did you know?", "Myths and Facts," "Frequently Asked Questions." Case for Support Tom Ahern www.aherncomm.com 121
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Salt with lots of emotional triggers. Case for Support Tom Ahern www.aherncomm.com 123
Direct mail s 7 favorite triggers Anger Exclusivity Fear Flattery Greed Guilt Salvation Case for Support Tom Ahern www.aherncomm.com 124
Mal Warwick s 5 positive triggers Hope Love Compassion Duty Faith Case for Support Tom Ahern www.aherncomm.com 125
Negative and positive emotional triggers work kin pairs. Case for Support Tom Ahern www.aherncomm.com 126
Fear Hope Case for Support Tom Ahern www.aherncomm.com 127
Fear Hope Case for Support Tom Ahern www.aherncomm.com 128
Fear How you prepare such leaders is a question much examined at [fill in college name]. The world changes. A successful college must change with it yet hold onto the virtues expressed through its mission, its tradition, and its alumni. Exclusivity & pride Hope Case for Support Tom Ahern www.aherncomm.com 129
Look for ways to show as well as tell. Case for Support Tom Ahern www.aherncomm.com 130
Readers need something they can see literally. Case for Support Tom Ahern www.aherncomm.com 131
I can see me I can see him I can see this Case for Support Tom Ahern www.aherncomm.com 132
Jerry Panas tip. Make it bigger than you. Case for Support Tom Ahern www.aherncomm.com 133
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www.aherncomm.com a2bmail@aol.com l Case for Support Tom Ahern www.aherncomm.com 135