Case Statement Basics

2. Vision, i.e., “What could you do with my money?”

3. Recognition, i.e., “Did my support matter? Am I important?”

4. Efficiency, i.e., “Can I trust you with my money?”

Think of your case statement as a series of “Ah-has,” he said. An organization’s reasons for wanting gifts are different than donors’ reasons for giving. Donors’ reasons are emotional, so use emotional triggers. Some triggers Ahern advised for direct mail are:
• anger,
• exclusivity,
• fear,
• flattery,
• greed,
• guilt,
• salvation,
• hope,
• love,
• compassion,
• duty and
• faith.