Is a Case Statement Essential to Fundraising Success?

The case statement is long considered essential to a successful campaign in nonprofit fundraising. The assumption is that a well-crafted case statement provides a solid foundation for your organization's fundraising efforts. As talented fundraisers know, a good case includes defining your cause, goals and the impact of donor support. But what if your nonprofit case is doing more harm than good?

A case statement may not be as essential as it may seem, especially if it's not done correctly. In fact, a poorly constructed case statement can negatively affect your organization's fundraising success and may compel donors to be wary of your organization. The reality is that it's time for a contrarian perspective.

The Pitfalls of a Poorly Crafted Case Statement

I've seen a lot of good intentions from well-meaning nonprofits. But when you don't execute well on a case statement, it's a big problem. Your donors might not share that they have no intention of donating after reviewing your case, but in time you'll realize they've distanced themselves. One of the reasons it happens is because what you present, including the case statement, may not be compelling. Remember, it’s about what the donor wants and if they’re aligned with your story. As I always say, “Donors underwrite what they help write.” So, listen to what they feel is important.

1. Lacking a Compelling Story

Storytelling is a powerful tool in nonprofit fundraising, and a case statement should effectively communicate your organization's story to create a lasting impact. A case statement that lacks a compelling narrative will fail to engage potential donors emotionally. Without a connection to your cause, donors won’t feel invested enough to contribute. 

So, make no mistake about it — if you don't learn proper storytelling techniques, you will miss donations. And what's worse is that you'll never really know why that money gets left on the table. 

2. Absence of Facts and Figures

Sure, you’ve heard it before — you need to include facts and figures. They play a crucial role, but perhaps you believe your donors know your work. Regardless, numbers establish credibility and demonstrate the continued impact of your organization's work concretely. 

A case statement that fails to include relevant data leaves donors questioning the validity of your claims and the effectiveness of programs. At a time when everything is measured, you will miss a big opportunity by not including the numbers.

3. Overgeneralization

A case statement that’s too broad and generic makes it difficult for donors to understand what sets your nonprofit apart from others. It's important to highlight your organization's unique attributes and how donor support creates tangible change now and in the future. 

Specifics matter. When you want someone to give you $10,000, $20,000, or even $5 or $10, they want to know the particulars of what their money will be used for in terms of impact. If you’re too general or broad, donors don’t believe you have what it takes to make the difference they want to see. 

How a Good Case Statement Compels Donors to Give

If you want to create an emotional connection with your audience, the case should tell a powerful story that illustrates the need. Support your narrative with facts and figures that show the scale of the problem and the impact of your work. Highlight what sets you apart from others in the same field. Focus on your nonprofit's specific approach and successes and avoid jargon and complex language. 

Remember, a clear and concise message is more effective in persuading potential donors to support your cause. Here are a couple of samples of great cases.

Charity: water

Charity: water is a nonprofit that provides clean and safe drinking water to people in developing countries. Its case for support emphasizes the global water crisis, highlighting the fact that 771 million people lack access to clean water. By using powerful storytelling and vivid images, they share the stories of people impacted by the water crisis and demonstrate the life-changing impact of clean water access. The organization’s case statement also includes facts and figures to showcase the effectiveness of its programs and progress over the years.

World Wildlife Fund (WWF)

World Wildlife Fund is an international organization focused on conserving nature and reducing the most imminent threats to living creatures and humans on our planet. The nonprofit’s case for support emphasizes the importance of protecting the planet's biodiversity. As a result, it provides data on species decline, deforestation and climate change. Using stories, images and videos, World Wildlife Fund creates a sense of urgency and demonstrates how its work directly contributes to preserving the planet for future generations.

Give Donors What They Need

Ultimately, it's important to remember that a case statement is just one component of a comprehensive fundraising strategy. But a poorly crafted case statement can do more harm than good, potentially alienating donors and hindering fundraising success. Even if you don’t have a lot of funds, you can still create a compelling case statement by focusing on the core elements that make a compelling narrative: storytelling, factual data and your unique impact. 

If you’re a fundraiser or nonprofit leader, invest time gathering stories, data and testimonials from your work in the field. Engage with your community to collect personal accounts and compile relevant data demonstrating your nonprofit’s impact. By leveraging these resources and focusing on the elements of a compelling case statement, you create a powerful narrative that resonates and inspires support from donors, just like top organizations do. 

Avoid creating a case statement if you can’t produce a high-quality, compelling narrative that effectively communicates your work. Consider using other fundraising tools and tactics (e.g., raising awareness for your mission) until you can create a compelling case for support that resonates with donors.