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Case development offers an excellent (if generally unwanted) lesson in the difference between “simple” and “easy.”

It’s not a complicated question: why give? (And if it leads you to complicated answers, your work may not be done.) Yet simple as the task may be, case development challenges us to probe the depths of our donors’ hearts and minds and capture the essence of our mission and work in a clear and straightforward proposition that anyone can understand.

Campbell & Company News, Annual Giving, Communications Strategies