While the case statement will not invoke major gifts, it will capture the attention
of would-be donors and play a key role in the solicitation process.

This document should provide compelling justification to support your effort as both key
donors and prospects share in its development or in reviewing it prior to the launch of a
capital campaign.

To make your case statement as persuasive as possible, incorporate these principles into its development:

1. Illustrate your organisation’s strength and ability to forge confidently ahead. Donors and prospects first need to be assured of your institution’s viability. Do you have a solild history of balanced budgets? Growing endowment? Have you followed through on your plans? Your organisation’s history should show worthiness of future support.
2. Create a ‘knock their socks off’ strategic Bplan. To generate extraordinary gifts, you must get people’s attention with extraordinary (but attainable) plans.Create a long-term strategic plan that I did it for cats and dogs last year – along with a not-so-hairy band of colleagues who also cleaned out cat potties and had their legs walked off by dogs at the SPCA.
3. Tie the organisation’s future to quantifiable objectives. Don’t simply say ‘We want to build a great university’. Rather, include clear objectives of how you intend to do so. What are quantifiable outcomes of becoming great? How will you get theRE?
4. Spell out how these plans relate to your mission and what a difference their fulfillment will make to those you serve. Stay true to your organisation’s purpose
   (if unable to do so, re-examine your mission statement before moving ahead
   on a major campaign).
5. Paint a clear, detailed picture of how revenue will be used. Prospects are more
   likely to invest if they fully understand your plans.
6. Don’t hesitate to share consequences of unfilfilled plans. While a case statement’s overall theme should be positive, it’s acceptable to convey what will (or won’t) happen if plans are not fully realised. This also helps bring urgency to the need for a campaign.

The case statement serves as an important tool in preparing a capital campaign. This report courtesy of Successful Fund Raising, June 2009, Volume XVII, No. 6.