A good friend called me the other day and asked if I could send him “a great case for support.” Sound strange? It’s actually a very common question.
In the course of our conversation, he revealed that his organization was struggling to find the perfect case statement of support for their organization. It is a fabulous organization that does so much, in so many ways, for their community. But the reason he could not find that perfect case was obvious.
He does not have just one case. His organization has about eight different, distinct, and worthy cases for support.
One involves teaching children in the city to swim. Another provides scholarships to children with autism to attend camp. They also take children from the inner-city on tours of colleges and help them apply, finance and succeed in college – and on and on. All great and worthy work.
Not only does he have eight different cases, but eight cases that would, could, and should excite eight different potential donor audiences. It’s as if each case is a key that will unlock a donor’s passion and commitment.
So how does one organization communicate eight – or more – different cases? How does Ford sell 14 different brands of automobile? Each has a target audience and an appeal to attract that buyer.
Donors are increasingly targeting their giving. And to those targeted cases, they give even more generously. Think of each of your cases as having a distinct donor constituency. “So how do I decide which case is the strongest?” he asked. “It’s not about picking which one, it’s about developing all eight.” I answered
“Do you think we can raise eight times as much money?” he asked, chuckling. I’ve seen it happen!
