Case Statement Basics

Ahern talked about using “emotional twinsets” or problem/solution sequences to capitalize on the emotions of prospective donors. For example, present emotional unease by focusing on negative emotions, relieve that unease with positive emotions and then ask the donor for help.

As two final notes, Ahern recommended using photographs to give the case a feeling that the organization or its beneficiaries are making eye contact with potential donors, and use anecdotes in place of statistics.