Create a Breakthrough Case
Steven A. Reed
Published: 05/09/2023
This post was adapted from a spring 2018 Healthcare Philanthropy article. Members can read the full article here.
Today, to attract major donors, fundraising needs to change. The role of development professionals must evolve from dutifully seeking funds requested by management for specific projects to promoting bold visions. We need to lead, not follow. A “breakthrough case” is an innovative way to dramatically differentiate your organization and break through the cacophony of “noise” in today’s marketplace.
What defines a breakthrough case?
“Breakthrough” does not simply mean huge. And it is not something that only the largest organizations can achieve. A breakthrough case is an audacious, socially significant project that aligns with major donors’ interests as well as your organization’s mission. An important aspect of a breakthrough case is that it brings in major gifts from first-time donors because it strikes a chord with new donors’ concerns rather than relying on donor loyalty to the organization.
A breakthrough case for support serves as a platform for creating compelling, truly donor-centric major gift proposals, as long as:
- It is not oriented solely to the needs of your organization.
- It bypasses you to focus on the needs of the people you serve.
- It aligns with your mission but is conceived from the donor’s point of view.
Four Stages
The work to identify and develop your breakthrough case should occur in four overlapping stages.
1. Internal Situation Analysis.
Do your homework. Start by examining your organization's history, situation, vision, core values, sponsor expectations, strategic direction, and initiatives. Assess your organization's mission and capabilities and interview key executives and internal stakeholders to ensure you fully understand the strategies and realities of your organization.
2. Market-Based Ideation.
Get intimate with your market. Interview external stakeholders—both people associated with your hospitals and people who are not. Gather ideas for your breakthrough case from the widest possible perspective and refine the elements in a creative, discovery-oriented process.
By inviting donors—but not just your organization’s own donors—into the conversation and keeping them involved throughout the case development process, you get a clear sense of what areas of opportunity are most likely to spark significant philanthropic attention.
3. Decision and Documentation.
Present the results and recommendations to your institution's leaders. Talk with them in depth. Continue to test your expanding and evolving case document with both internal and external constituents.
Once the framework is solid, bring in a great writer to prepare the final case statement. It should strike a bold and broad vision within a framework that offers opportunities at all levels of giving, but invites major donors to become involved, including those with whom you haven’t yet established relationships.
4. Ongoing Case Development.
The process for creating and sustaining a breakthrough case should be embedded in the development cycle. The beauty of such an approach is that, for the same nickel, it provides support to the case development process while cultivating potential donors.
The
breakthrough
case is
a
concept
in tune with the ways philanthropy is changing today,
but it is firmly rooted in
a
long-taught fundamental: people don't
give money to needs.
- They give money to dreams and ideas.
- They give money to solve problems.
- They give money because an idea or vision captures their imagination and compels them to help make it a reality.
Breakthrough
case development requires new thinking.
The leadership burden must be carried by the chief
development officer and highly professional major
gift officers. This is not an exercise in better
writing and graphic design or communication strategies with more
impact. It is an ongoing substantive change in how major gift fundraising is
approached.