Surprisingly few fundraisers –and boards, and CEOs and Comms directors—truly understand the difference between a Mission Statement: “Why we do what we do?” …a Vision Statement: “How things will be better.” …and a Case Statement: “Why should the donor care?”

So, it’s not surprising that Tom Ahern on the first page of the first chapter of his new book,

Turning Doubters Into Donors: How to Make A Compelling Case for Your Donors makes clear about which Statement does what for whom.

This is the latest Ahern “how to” treasure you’ll want to buy today, read immediately and then make your copy available to others in your organization. (It’s available from the Emerson & Church Publishers in both print and e-book formats and from Amazon in print only.)

Here’s why.

Like teenage sex, there’s lots of talk about Case Statements, but few truly know how to prepare an effective one.  As you’ll quickly learn from Tom the Case Statement has a very specific purpose: it “is exclusively for outsiders. It’s meant to gain support right now from people who are neither staff nor board.”  In short, it’s what helps get the donor to the point that triggers their desire to give and give more.

Most of my career I’ve watched organizations struggle with the preparation of Case Statements.  Too often the process resembles the breeding and gestation of elephants—lots of noise, lots of dust, lots of beaten down grass and a year and half later something emerges.

In the nonprofit habitat this translates into endless meeting, inconclusive meetings, hurt feelings and a much-delayed final product.

In a fast-paced 189 pages Tom, with his oft-elfish and entertaining humor and always clear illustrations leads the reader through a practical course on making an open and shut case for triggering a donor’s support.

Stop!

Already I sense some readers muttering, “We don’t need a case for support. That’s for capital campaigns and we’re not in one.”  Wrong.  Whether you’re writing an appeal, working on a website or building a telemarketing script you absolutely need a case for support.

Tom explains why the case for support is the prerequisite for all fundraising.  And he shows you how it’s done and why you should be applying some of the discoveries of behavioral science in the process.

Turning Doubters Into Donors is light on the bullshit of generalities and heavy on detail that counts.  This is why you’ll find specific chapters on specific channels and modes of communication.  What you need to do on a website is far different from presenting a case in and annual report and –yes—even in a thank you letter.

Some years back I was so impressed with a manuscript that arrived at the Agitator I asked the publisher if I could write a foreword—the author: Tom Ahern.  Every chapter in Making Money from Donor Newsletters was jam-packed with ‘how to’ illustrations and guidance. I noted at the time “you’ll discover that none of the skills required is difficult to master. If you can write a letter to your mother or your kid at camp you have it within you to write a dynamite donor newsletter.”

Tom’s latest –Turning Doubters Into Donors—works the same magic and it’s organized and illustrated with the same clarity and practicality.

Among the practical goodies awaiting the reader:

• Choosing the right audience to spend time on.
• Why “rationality” isn’t all it’s cracked up to be.
• Different ways of making your case—in Thank You letters…in Appeals…on your Website…in your Annual Report.
• Why the first few seconds matter most.
• How to pick a cover photo.
• Offer your donors an enemy to defeat.
• Why you should embrace the status of “Designated Ignoramus.”
• The Big Three Questions you need to ask –and answer.
• The essential exercise for eliminating non-essential nonsense.
• How to Write a Case in One Week’s Time. (Chapter 45)—including day-by-day checklists!
• A real-life internal case for a cancer center (Chapter 53)
• Who should approve your case for support? (Chapter 39)

Do your organization a big favor and treat yourself to the latest of Tom Ahern’s seven books. Then put it to use.

I promise your rewards will be quick and ample.

Roger

P.S.  Again, Turning Doubters Into Donors is available from the Emerson & Church Publishers in both print and e-book formats and from Amazon in print only.)