Targeted Cases

 

There are different types of Cases, depending on where you are at in your campaign and the type of campaign you are running. Each has its own function within your fundraising efforts. It’s important to get the right Case for Support for your and your volunteers’ needs.

At ImageScript, we can help you determine which type of Case you will need for your appeal, as well as to help you develop it from start to finish. Among the different types of fundraising Cases are:

Main Campaign Case (internal): This Case is a prose-written document that contains all the key messages, arguments, information and details about your campaign, your organization, its vision and its Needs. It’s your go-to piece, where you can quickly find all the approved information, copy or content you need about your campaign. You will use this Case as the source document for anything you need to write, like a last minute donor proposal. You will also use the Case for early volunteer recruitment and solicitation of lead gifts.

Campaign Marketing Case (external): This Case typically takes the form of an exciting marketing brochure that sells your Case and your campaign. This is the public-facing piece that you and your volunteers will use when visiting most prospects.

Test Case for Pre-Campaign Planning/Feasibility Study: A Study only requires a test Case to show the Study interviewees and get their reaction. This Case is a very brief (3-4 pages) description of your Needs list and proposed goal.

Annual Campaign Case: An annual campaign or special appeal between major campaigns focusing on raising money for just one or two Needs can be served quite well by a mini-Case(s) talking specifically about the Need item(s).

Executive Summary Case: An Executive Summary version of the Main Case is sometimes used to recruit leadership and solicit lead donors during the early “quiet phase” stages of a large campaign, when the campaign branding and the full marketing materials package are all still under development.

Need Item Focused Case Insert(s): Some complex campaigns are comprised of multiple extremely large Need items with their own sub-goals running into the many millions of dollars. Others are focused around two or more distinct organizations, projects or locations. For these types of campaigns, detailed insert sheets can be developed that focus specifically on the individual Need items.

Targeted Audience Case: Some campaigns include sub-campaigns within the campaign plan. An organization with thousands of employees, patients or students, for example typically runs an internal campaign targeting the institutional “family”. Specially designed Case materials and/or brochures can be developed that are suitable to the target audience(s) involved.