The heart responds and the head confirms

‘Telling our story’

neelam makhijaniNational Director, ChildFund India

August 2014

backgroundWe have a story to tell -how do we tell this

story and most importantly where will magic come from?

We are accomplishing great things and have big ideas to support the communities we work in. Yet, at times, we struggle to attract potential donors for our work. What is it we can do better?

This interactive session will take you through steps from telling your story to daring and achieving your dream.

understanding fundraising and philanthropy  

Fundraising – a servant of philanthropy

Fundraising is the gentle art of teaching the joy of giving: Hank Rosso

  Raising resources for the support of an organization, cause, person or animal

A necessary part of a non-profit organization’s life cycle but not the main objective

  The means to the end - the real goal is to reach those in need

Bringing together people, communities for a need and opportunity

knowing your organizational galaxy

Make no mistake – we operate in complex environments that are shaped by many forces and influences

Mission and purpose 

Values  Strategy  Structures

Culture

people we meet in our journey?

people we meet in our journey

Volunteers

•committees, support groups,

Board

Donors and Supporters

•individuals, groups, companies,

foundations, government

Othersteam, related entities, suppliers, regulators, media, public

Why do we need a case for support?

There is enormous growth in the region in:

wealth

philanthropy based on regional and overseas models

competition amongst NGO’s and Universities and Cultural institutions for private funds – and now governments

the need to make organisations as distinctive as possible in order to maximise fundraising income

opportunities to use Major Gifts to raise the fundraising game and reach new targets

opportunities

A Case for Support is therefore needed for any serious fundraising programme if you are going to:

add real value in comparison with other types of fundraising

compete against arguments for other types of funding

inspire donors to make large donations

win volunteer fundraising leaders who will give time and money to make you successful

but you still have to convince your donors why they should give to you!!!

Because causes they support address their concerns:

To make changes for the better To articulate a clear vision To offer reciprocation To show benefit To add value

For their region or country

For their organisation

For their community

For their beliefs

For themselves

For the world

step back and ask yourself:why do donors give in the first place

How?

It has to be donor-focused:

It must satisfy their Need To Give

and

It must satisfy their Motivation To Give

the case for support has to make donors want to give

Because they are not asked!!!

but what is the main reason people don’t give?

The Reasons To Be Asked

…and in a really compelling way!!

therefore, above all, the case for support has to put forward

What is a Case for Support?

The Case has to:

prove the financial need

Emphasise impact and benefits to society and donors

Writing an Outline Case for Support

6. Case for Support how you convince donors to fill your Funding Gap

5. Funding Gap why you need donors to help you realise your Needs

4. Your Needs what you need to enhance your Mission/realise your

Vision

3. Your Vision where your organisation wants to be in 5/10/25 years’ time

2. Your Track Record where you have implemented your Mission best

1. Your Mission who you are, what is your purpose and distinctiveness

climb the ladder!

Firstly, clearly articulate your Mission, your Track Record and a distinctive Vision: who you are + what you do well + where you want to go

Only then produce a list of Needs and fundraising Projects

Lastly, package those Needs into a persuasive argument for private funding to satisfy Donors

don’t fall off the ladder by missing a single rung!

The Outline Case is the best place to start, as you need to articulate the essence of what you want to raise money for, even if you expand it later on

Here is a skeleton format for an Outline Case for Support that can be adapted to your own language and circumstances

It has 9 parts: each part can be written as a separate piece, and then all the pieces stitched together

writing an outline case for support

1. Brief but inspiring summary of your Vision - where you intend to be in 10 years’ time – what is the ‘impossible dream’ you want to achieve

2. Where you have come from – a small amount of history to give context and depth to your argument

3. Where you are nowYour Mission: what is distinctive about you, the benefits that your organisation conveys to society

Your Track Record of Success: your impact on the world, on staff, stakeholders, beneficiaries

a 9-part skeleton for an outline case

4. Where you want to go – Your Vision: detail of your ambition: who will benefit, what will be the impact on society

5. What obstacles you have to overcome – what issues you have to address before you can enhance your Mission and realise your Vision, and what might happen if you fail

6. What you need in order to overcome those obstacles – Your Needs: the solution to the problem: what must happen to overcome these obstacles so you will be able to enhance your Mission and realise your Vision

7. How you intend to get there – Your Funding Gap: outline overall funding options for securing what you need (including organisational and public funds) + how private funds will be essential to success + how you will deliver benefits to donors

8. Make a Call to Action – name the fundraising programme, give it a ‘working’ goal and a timeframe, and state who are your target donor constituencies

9. Present your Fundraising Projects - in outline only: summarise the different elements for which you want to raise money, the key benefits, the costs and the opportunities for recognising donors

Thank you…