Making Your Case

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 reason why a prospect should trade their money for what your have to offer.

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