If you don't know where you're going, it's kind of hard

Right.

Falk stresses the importance of the case statement as a marketing tool for your campaign. The most successful campaigns, she adds, are built around case statements that evolve from a process that defines both the organization's mission and why the particular campaign is important.

"The case (for giving) is not 'We are ... therefore we deserve," she says, explaining that the most effective case statements: