Try this. Get face time with a donor or prospect. Give it to them straight. Tell them where you’ve been, what you’re going through now, and where you’re headed. Tell them what the destination looks like and how amazing it will be. Then, tell them how they can be a part of getting there with you and how meaningful it will be for them and for you and for the people you both care about.

I know it sounds simple, but it’s rare that I come across a case statement or solicitation plan or a presentation that truly invites the prospect to join you. We get awfully caught up in saying all the right things about our credibility and our track record and yes, we do need to have all that covered. But, what I see so many organizations leaving out of their donor communications is a genuine, enthusiastic invitation to dream, to create, to travel…together. We tend to say: here’s what we do, it’s important and good, please give us money. And in my opinion, this just doesn’t cut it.

You’re on a journey. Invite your donors along.

Start by putting together a really strong case for support. Then all your donor communications can draw from it and the message will become more and more powerful as you spread it. A couple of suggestions before you start writing that case statement:

Start with a clear destination.

What is your vision for the future? What will the world look like in that future? For example, your vision might be: safe, affordable housing for all residents of our community. Or: equal access to science careers. Or: permanently protected wildlands. Describing this vision, this destination, is how the donor can connect with your cause and understand that you share the same hopes and dreams.

Define the path you’re taking to get there.

What are the values and assumptions that drive your work? What do you believe? What do you know works? Why did you choose this vessel instead of another? The differences can be startling. For example, if you’re working to reduce handgun violence, you might believe the best approach is to advocate for anti-gun legislation. Or, you may believe the best approach is to educate parents on how to store guns safely in the home. There’s a HUGE difference here, but both approaches can potentially lead to the same vision and you need to let your prospects know why you’re travelling the path you’ve chosen.

Describe your program goals first, then describe what it’ll take to pull them off.

Don’t start by saying you need more staff. It’s like saying you need a car, when really you need to get to Abilene. And a car is simply the thing that will get you there. Explain instead that you need greater visibility, deeper reach, increased responsiveness, or whatever. Then, explain that more staff, or equipment, or resources, will help you do this.

The all-new Front Range Source Toolbox has a great guide for developing a case statement. Get your internal team together to really pin down what the journey looks like, where you are on the road, and what it’ll take to get you to the next milestone and the one after that, until you finally reach your destination.

Then, you’re ready to sit down with your donors, look them in the eye and invite them on the trip of a lifetime.