Dear friends in the homelessness sector,

As 2025 approaches, we’re writing to you with our?deepest gratitude—and a few CaseMaking suggestions?for navigating conversations you’re likely to have in the new year, starting with the anticipated release of the 2024 PIT count data.

First thing’s first: Thank you, thank you, thank you! We’re so grateful you chose to download our CaseMaking playbook, listen to DrT’s NAEH keynote, or join us at our Grants Pass training this year. Many of us at TheCaseMade have devoted good chunks of our careers to ending homelessness, so you hold a special place in our hearts. Giving you the support you need is personal to us. ?

We also know 2025 is making you anxious, so we thought we’d remind you of these three CaseMaking tips that you may find yourself using a lot in the new year:

1. Don’t react to provocation in real life or online. Take a deep breath, remember the solution you want to anchor in people’s minds, and PIVOT there. Whether you’re talking about PIT counts, encampments, or other contentious issues, don’t clap back or “myth bust” – these types of responses are sure to backfire.

Instead, consistently respond with what YOU’RE after. Here’s something I might say if a reporter called me for a reaction to the PIT count, for example:

“I’m so glad we have this opportunity every year to talk about what everyone needs for a shot at a good life here. I think practically everyone agrees that it starts with housing that all of us can afford –students, young families, people early in their careers, retirees, everyone. And I think we are all craving neighborly support – joyful community and faith, good meals, great doctors, fun places to play, meaningful ways to earn a living or volunteer. Many great people here are working toward that future. We’re starting with ending homelessness and we’re not stopping until everyone has what they need to feel cared for.”?

2. Name the other systems that need to work better to end homelessness AND the role that you play. Many people don’t understand the systemic failures that lead to homelessness, so they default to blaming individuals or the homelessness system itself. Here’s one way I might do that:

“Too many of us are struggling right now. Our housing system hasn’t worked for decades, so we’re left on our own to juggle sky-high rents and the increasing price of everything else. Our immigration system hasn’t worked for decades, so the people who should be strengthening their roots here – like my own family did generations ago – are left in a state of constant precarity. Our health systems haven’t worked for decades, so too many people are prevented from ever being truly well enough to get ahead.

Those of us working to end homelessness don’t get to make the decisions that solve for all of those issues. But here’s what we can, and will, do:

• We will show up with love and compassion for our fellow humans every single day and do our best to meet their needs.
• We will use our own expertise to make thoughtful adjustments to the homelessness system so that it works better for everyone who needs it.
• We will join every table where decisions about our health and immigration and housing systems are being made and make sure that the solutions being considered will help end homelessness rather than perpetuate it.” ?

3. Celebrate the progress you’re making as a “down payment” on the future. It can feel weird to celebrate progress when there is so much left to be done. But celebration – like joy – is a strategy that energizes people for the road ahead. To keep people with you, consistently name and celebrate the wins that you and your allies log throughout the year: How many move-in days? How many new policies? What’s gaining momentum? What are you planning to achieve in 2025? Here’s what I might say to frame those wins:

“Each of these wins is not enough, but each is an important down payment on the future we are all working toward – one where homelessness is rare, and everyone has what they need for a shot at a good life. And most importantly, each represents the hard work and will of so many people who care so deeply about getting to that future.”

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We’re honored to be on the road to justice with you, and we look forward to bringing you more strategic guidance in the new year! In the meantime, we wish you a joyful holiday season with those you love.

Best,

Jen and TheCaseMade Team