Making Your Case
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Making Your Case

Making Your Case

By John Jantsch

Over the course of the last twenty years I have had the occasion to work with several very large non-profit agencies. One of the things that all non-profit agencies must get good at to survive is asking for money. The standard tool used in fundraising is something called a case statement.

A case statement, as the names implies, is a document created to make their case to the donor; to answer, why you should give us money.

When you think about it, there’s not that much difference between the profit and non-profit sectors. Almost every small business is proposing that the prospect trade money for something of value.

I have found the case statement to be a handy tool for cutting through the marketing hype and getting to the reason why a prospect should trade their money for what your have to offer.

Dump the traditional sales and marketing speak and create a case statement to compel your target market to understand why they should give you their money. This one-page document may be the most significant piece of marketing collateral you produce.

Your case statement should address the following:

  • A statement of a challenge, frustration or problem that your target market experiences
  • An image of what life is like when the problem is solved
  • How they got here in the first place
  • A path for them to follow
  • A directed call to contact you

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