The Little Words Mean the Most

Deeper

 

 

         In any interview, you will always get some kind of answer if you ask a question. But that answer will often be numb, automatic, instant, rote, unexamined, even dismissive — and, in the end, useless. It will basically be an answer that subliminally asks, "Can I leave now?"

         You cannot settle for that answer. Ask why. In fact, make that the most common question in your arsenal: "Why do you say that?" Accept nothing you hear at face value. Learn to probe. It's fun (trust me; it's one of the great adventures in fundraising, to dig beneath the surface). Most important, it's where you will discover what really matters to your donors.

Yes, you are; me, too

 

Chapter 20

Day 2: Conduct interviews (and site visits?)

 

Let me anticipate a possible objection.

         You're the fundraiser. You work closely with the CEO. You breathe and sleep your mission. And you seriously want to know: Why do I, the best-informed person in this shop, need to interview key informants?

         I will gently point you back toward chapter 8, Embracing "Designated Ignoramus" status. Also known as Breaking the Curse of Knowledge.

         Don't underestimate hubris.

         We all suffer from it occasionally (you more than me, of course). It's a well-documented mental shortcut. It's one of at least two-dozen "behavioral biases" humans are prone to. We all believe we're above average (you're the chosen one? sorry to break the news). Psychologists call it "overconfidence" (and, yes, that's its actual scientific name).[1]

         Can we move on now?

 

[1] The Choice Factory: 25 behavioural biases that influence what we buy, by Richard Shotton, 2018, Harriman House

one more time

 

... you want to be painfully honest, Jerry Panas probably qualified for AFP's top award pretty much every year. For decades. In a more accommodating and aware-global society, Jerry Panas might have earned the Noble Peace Prize. Because, yes, he did that much good. There was no one else like him

         Until you, maybe? Be like Jerry Panas. Our desperate, teetering planet needs far more abject do-gooders like Jerry.

         Thousands more, minimum.

         Zillions more, probably.

         Don't be shy. Please. And don't worry about me: I'll be dead.

         Next generations count on you.

 

 

 

We went shopping at WalMart the day after Xmas. The staff were great. Other shoppers seemed sullen.

 

Insert & make as big as possible <Jerry_Panas_2014_AFPICON.tif>

With this caption: In 2014, in San Antonio, TX, AFP, the Association of Fundraising Professionals, recognized Jerry Panas with its Chair’s Award for Outstanding Service. (That's Jerry, wearing his trademark 'I'm ready for anything' suit and cufflinks).

         In introductory remarks, Bob Carter, CFRE, then chair of AFP, said: “The Chair’s Award is a special recognition that is given out only on a few occasions for exceptional services to AFP, fundraising and the entire philanthropic community." >>> If you want to be painfully honest, Jerry Panas probably qualified for AFP's top award pretty much every year; for decades. >>> In a more accommodating and aware global society, Jerry Panas might have well earned the Noble Peace Prize.

         Yes, he did that much good. And there was no one else like him.

         Until you, maybe? Please be like Jerry Panas. Our crazy, despairing world needs more do-gooders like Jerry Panas.

         Many more.

         Thousands more.

         Billions more, probably.

         I have no idea whether Bob Carter, CFRE, matters. Or AFP.

 

 

The kind of stuff that gets tossed during the "edit sober" phase of the work

 

...a thoughtful case for support.

         In contrast: What's a thought-less case for support? This default is still too typical: "We're a good cause. We deserve your gift."

            No, you don't. Those days are generations behind us; maybe your great-grandmother could get away with that. Although you may have to break that well-researched bad news to your doggedly ignorant boss or board. You have my unfettered sympathies. Please know, you're not alone; the supply of ignorant bosses and boards seems infinite.

[rewrite last paragraph; assume no one wants to continue in a state of ignorance; how-to books are love stories: for aspirers, astronauts, each and every one of you who's headed for the stars; hey, Carol]

 

 

Your fundraising program requires it

 

Every fundraising program needs a general case for support.

         It's your foundation. Your blueprint. Your plan.

         Mostly, it's not optional. If you (or your boss) doubt this, you're predictably headed for fundraising failure rather than fundraising success. Several continents say so, based on deep experience. Global experts say so, based on deep experience. My thousand mentors say so, rolling up centuries of learning.

         Are we clear?

         Your general case for support summarizes, for instance, why your special mission might matter ... to an outsider audience.

         That's job #1.

         Your general case also makes abundantly clear why donors play an essential role in achieving your wonderful, most-needed, urgent, vital, unique, curious, world-changing mission.

         That's job #2.

 

 

Chapter 14

General case for support

I was new to fundraising ... and panicked!

         Confident on just one curb: as a trained advertising copywriter I'd pushed a direct-response pen for 15 years. In the commercial world, I'd flogged widgets (e.g., industrial roof membranes, luxury yachts, adult education, disability insurance, retirement-savings plans) to good result.

         Now?

         I was lost. Desperate: What the heck is a "case for support"? These nonprofit clients I needed to impress used the term routinely. I was clueless.

         Stanley Weinstein, in his 2004 book, Capital Campaigns from the Ground Up, described the item thusly:

"A case for support, also called a case statement, is a body of language that describes the rationale for supporting a nonprofit organization. It is written from the donor's perspective, primarily the desire to support worthwhile projects and organizations that help enhance the lives of others."

         Every word in that synopsis is dead-on accurate. I had to struggle through 20 cases to see what Stanley meant. "Body of language"? What in the world did that mean?

Excerpted from a record-breaking DM appeal, the 2020 iteration

 

With year-end thanks to a hospital system that never changed a word I wrote in a decade [hence experiments could happen] and Lisa Sargent [who upped my adjective game] and Dr.s Jen Shang and Adrian Sargeant [who introduced me to the inexhaustible wonders of "identity-based" fundraising]

 

... with your warm thanks!

Only you can award

Only you can deliver

Only you! ... But

... so that you can

as the highlight of

opinion than you.

I promise you:

As you probably know:

all the difference to

more heavily every year!

Your gifts

ONLY your

I hope you'll

Ever

Allow me

 

 

latest TOC + we are NOT alone; this planet's been hard inhabited 4finEVAH

 

Table of contents

 

 

An adoring tribute to Jerry Panas (1928-2018)

 

 

Section One

Preparing for your case: Getting your people on the same page

 

1. Mission, vision, case statements: How they differ
2. Do you really need a case for support ... if you're not in a capital campaign?
3. You are not your target market
4. When it all goes wrong (as it will from time to time)
5. Brainstorming a "pre-approved" case
6. A handful of fundraising realities to keep in mind
7. The typical donor

 

Section Two

Building your case: Avoiding the "Curse of Knowledge"

 

8. Embracing "Designated Ignoramus" status
9. Ron Arena simplifies cases for me (and now you): Answering his "3 Big Questions"
10. Answering harder-nosed questions
11. Going from Point A to Point B: A basic case
12. There are several kinds of cases. Each is a different tool, doing a different job.

 

 

[Art: <Guardian_ask.tif>] [With this caption:] Where is my nonprofit org.'s project (which I deeply, if temporarily, care about; for embarrassing reasons if you're talking front page news) exactly at this particular moment?