Writing a Case Statement in “These Uncertain Times”

Case statements are the foundation of any good fundraising ask or grant proposal. In its simplest terms, a case statement, sometimes called a case for support, is a document that explains to prospective donors what your organization will do with their gifts. (If you already have an updated case statement, you might want to skip right to the section of this post titled, “Case statements in 2020.”) If you don’t have a case statement or yours could use some work, read on!

Case statements are a common project for Sarah Writes Grants clients. By engaging with me on a case statement, you’ll receive a high-quality case for support with the following components:

• Community need or problem statement supported with data

• Organization mission, vision, and history

• Solutions to community problems

• Testimonials, success stories, and program evaluation results

• Call-to-action

You should update your case statement annually, at a minimum, or any time your organization experiences significant internal or external changes. Let’s dive deeper into each component.

Your Needs vs. the Community’s Needs

Rookie fundraisers sometimes make the mistake of framing a case for support around the organization’s needs. 

Bad Example: “We need to raise $50,000 to buy a new vehicle.”

 Instead, you want to focus the reader around what the community needs. Explain why there’s a problem using specific data. 

Good Example: “Last year, over 200 cancer patients in our county missed vital appointments for chemotherapy because they lacked reliable transportation.” 

Now the reader has a problem to solve! Be as concrete as you can about who you’re serving, how many, and what their defining characteristics are. You may need to refer to your own internal data sources or external data sources, like those from the Census Bureau. 

Organization Mission, Vision, and History

This should be the shortest part of your case statement. Succinctly (no more than a paragraph) explain why your organization exists, its mission and vision, and any recent awards or accomplishments that are particularly relevant. Organization history should be kept to a minimum unless there is something unique to explain that would distinguish your organization. For example, if your organization was the first to do something in your area, was known by another name for a significant period of time, recently merged with another organization, or has significant longevity, these might all be reasons to include your history. 

Solutions to Community Problems

Explain your key programs as briefly as possible in the context of meeting the needs you outlined in the first section. If you’re using a case statement to raise money for one specific program out of many, focus on this program, with a small mention of your others. 

Good Example: “The XYZ Transportation Service provides rides to and from medical appointments for cancer patients in our county who otherwise would be unable to afford them. Our staff are professionally trained to provide safe, secure transportation for you or your loved ones.” 

Don’t confuse readers with jargon, technical language, or acronyms. The case statement should be a living document that can be adjusted over time. This is the place to really brag about your organization and highlight your assets, such as your staff, program models, or volunteers. Again, use data to answer questions that begin with, “How long?” “How many?” or “By how much?”

Tell Stories

Data is half of the equation for a great case statement. Testimonials and stories are the other half. Give your reader the perspective of just one client, one family, one animal, or one community. Make the information come to life with descriptions of how lives have been changed because of donors’ investments. Use the real words and photos of your population whenever possible, always protecting those who may be dealing with sensitive situations that require privacy. 

Call-to-Action

Always end your case statement with a call-to-action. What do you want donors to do? This is where you can state campaign goals and clearly show what a gift will fund. Common calls-to-action require a sense of urgency, as well as an understanding of the donor you’re trying to reach. 

Bad Example: “Please consider a gift of $20 per month for our program.”

Good Example: “There are 105 patients waiting for a ride right now. Your gift of $150 provides safe rides for one patient for an entire month.” 

Case Statements in 2020

Fundraisers are called to adapt to our changing landscapes. Ignoring the external context or using last year’s work is a great way to get your proposal or appeal tossed out in favor of another organization. In 2020, your case statement needs to be updated to address COVID-19 and racial justice and equity work.

COVID-19

This year, your case statement should include a special section dedicated to your COVID-19 pandemic response. It could include information such as:

• Program changes and continuity: if you’ve switched to delivering services virtually, documented an increased need for services, or purchased PPE or technology to keep staff and those you serve safe, include this information in your case statement. 

• Impact on those you serve: Explain how the population you serve is experiencing the pandemic. Consider impacts such as job loss, increased need for childcare, virtual learning, food insecurity, health risks, and other concerns to highlight how your organization is providing support. 

• Plans for the future: Provide information about your potential reopening plans, what your programming might look like moving forward, and ways you’ll be communicating with your stakeholders. This should include information about how your organization is approaching fundraising sustainability. 

Racial Justice and Equity Work

Recent events of police brutality, protests, and the increased visibility of the Black Lives Matter movement have spurred changes for funders and nonprofit organizations alike. In the past, diversity and inclusion have sometimes been relegated to a single question on a grant application where organizations provide generic answers about forming a committee or conducting a staff training. In 2020, donors will be expecting you to address matters of inclusion and equity in your case statement. Here are some ideas to include:

• Diversity data: Does your organization disaggregate its program data by race and ethnicity? If not, encourage your evaluation teams to begin doing so. Your organization should be ready to share its breakdowns with potential donors. Your program data, at a minimum, should reflect the community in which you’re located. If your mission statement makes a commitment to serving a specific group, make sure your actions reflect that commitment with program data. Consider your diversity data for your board and staff as well and make a plan to improve recruitment strategies to increase diversity.

• Anti-racist policies, procedures, and programs: Your organization should have a well-defined anti-discrimination policy with other procedures that promote an anti-racist organization. Be able to explain what you’re doing on an ongoing basis to ensure your staff is trained to recognize implicit bias, especially within your own organizational culture. Demonstrate real partnerships with other organizations who are committed to the same goals. 

• Transparency: Some organizations (and people) are just getting started in their journey toward anti-racism. Be clear in your case statement about where you are in the process, what you aspire to in the future, and how you’ll hold your organization accountable for making changes. Don’t make excuses for not starting sooner. 

Final Notes

I’m a big fan of dropping clichés out of your writing. I look for them in my own text and edit ruthlessly. When you edit your case statement, drop any references to “these uncertain times” or “now, more than ever.” (See also: murder hornets, asteroids, or anything else that reads like a meme.) Be realistically positive and sensitive in your communication style. Your donors may be experiencing changes in their own financial situations, but they probably still want to help. By showing them how your organization is adapting to 2020, you may just give them some hope, too. 

Need help writing a case statement? Contact Sarah Writes Grants to get started.