Case statements are written for the purpose of garnering support (particularly financial support) for an organization’s mission. Though they tend to be letters, flyers, brochures, or landing pages aimed at financial donors, they are also used to attract volunteers, community partners, and support for fundraising events.
Writing effective case statements for fundraising differs from writing general cases for support, primarily because you usually must appeal to at least four different audiences: sponsors, donors, attendees, and volunteers. You will likely want to design separate materials for each of these groups so you can get all the support you need for your event.
All four cases for support should include the following:
- Your mission. Describe your mission, the worthiness of your cause, the people you help, and your programs and services. For most people, this is the most important part.
- The impact of the event. Discuss the specific program or initiative being supported by the funds you raise at the event. It is best if you can tie certain support levels to specific outcomes, i.e. “your $1,000 sponsorship provides legal aid for 8 abuse victims” or “proceeds from ticket sales will buy 45 meals for families in need.” (Obviously, use your own real and specific figures to determine specific outcomes).
- Information regarding tax deductions. Check the legal and financial requirements in your state and/or get advice from your own legal and financial experts regarding specifics. Generally, event sponsors and attendees are able to write off the entire amount of their sponsorship or ticket minus the value of real goods provided to them. So, for example, if you are paying a caterer $35 per person and charging $55 per person for tickets, attendees could write off $20. Sponsors who receive tickets as part of their sponsorship packages will be able to deduct all but the cost to you (using the same example, if someone sponsors an event for $10,000 and receives 10 event tickets with you paying that same $35 per plate to the caterer, they could write off $9,650 if they receive no other real goods).
- Legal statements required on fundraising materials in your state. In Maryland, for example, the following must be included on any fundraising materials:
A copy of the current financial statement of [name of charity] is available by writing [address where requests should be directed] or by calling (XXX) XXX-XXXX. Documents and information submitted under the Maryland Solicitations Act are also available, for the cost of postage and copies, from the Maryland Secretary of State, State House, Annapolis MD 21401, (410) 974-5534.
Look up “charitable disclosure statement” in your state to check your local requirements.
Additionally, include specific information for specific audiences:
Event attendees: Provide information about the event itself, including the date, time, and venue. List any planned activities or speakers, specify whether food and drink is included, whether there is an auction and what people will need to participate, and what the dress code is. Make sure you include easy instructions or a QR code for ticket sales.
Event sponsors: Sponsorship requests can be tricky because some sponsors will be swayed by your mission alone, and some sponsors will respond to the publicity and advertising opportunities. For this reason, you must include both. Create sponsorship packages with tiers that offer more benefits in exchange for more support. Common benefits include: speaking or presenting, signage, advertisements in programs or newsletters, social media recognition, recognition on websites and in annual reports, event tickets, inclusion of marketing materials in swag bags or other giveaways for attendees, and more. The importance of these benefits will vary from organization to organization.
Donors: Donation requests must include what the donations are being used for (typically this will be auctions, raffles, or prizes). It’s also a good idea to outline specific items you want donated.
Volunteers: Volunteer requests will need to outline specific volunteer responsibilities, a schedule/timeline of events, and any other pertinent information.
Keeping all that in mind, be sure to open strong, close strong, and keep your case statements as short and sweet as possible.
Nonprofit Development Academy 