Devising an effective case statement is a matter of having a clear idea of exactly what case is being made. If it’s a matter of making a case for the organization, that’s one thing. If it’s a case for a certain cause or initiative, that’s another matter.
At the Bridge to Integrated Marketing Conference at National Harbor, Md., Jennifer Broome of Nuclear Threat Initiative (NTI) and Suzanne Burrows of Bishop John T. Walker School for Boys (BWS) illuminated the differences between an institutional case and a campaign case.
That of course means being aware of just what kind of case is being made. Broome and Burrows said that the first step in making a case then is: Define the project.
Once that is done, it is necessary to consider the differences between what goes into making the two kinds of cases.
Institutional case:
- Comprehensive mission support. It includes all programs and “overhead.”
- Capacity for impact.
- Track record and impact.
- Strategic plan.
- Unified messaging.
- Assessment, feasibility study.
- Sustainability. Broaden the base for support.
- Civic mandate as a 501(c)(3).
- Shift messaging when necessary.
- Improve engagement.
- Campaign case:
- Campaign leadership committee formed.
- Strategic campaign goals established.
- Attempt at producing the case in house.
- Why is (this organization/cause) important?
- What problems are we solving?
- Who will benefit?
- What are the worthiness and mission/vision?
