How to Craft (and Update) an Effective Case for Support

Creating a compelling Case for Support is critical for narrowing in the focus of your nonprofit’s fundraising, serving as the base for how you talk about and communicate your organization’s message. However, crafting the initial case is often just the beginning. As your organization grows and your campaign progresses, continuously updating and evaluating your Case for Support is important for maintaining its effectiveness. Here’s how to ensure your Case for Support not only captures the essence of your mission but also evolves with your organization and its community.

1. Start with Why Your Organization Exists

Your Case for Support should begin with a clear and compelling explanation of why your organization was founded and continues to operate. This is probably the most missed component that novice fundraisers will somewhat overlook and is an easy thing to fix. What specific gaps or needs does it address? What are the current circumstances of the constituency that you serve and why is this unacceptable? This foundational narrative sets the stage, providing donors with the deeper understanding and emotional gut-punch of the status quo. You are setting up your organization’s purpose and unique value in addressing very specific issues or challenges.

2. Articulate the Needs that are Addressed

Clearly outline the current needs your organization meets. The more specific you can be here, the better. Be laser-focused on the human level issues and why they require immediate attention. This is where you can articulate the projects that you are undertaking and the very specific amount of money that is needed to be able to address this problem. “We have a very good cause so please give to us” won’t get anyone’s attention. It is best practice to narrow the focus and have very specific projects that you are raising money for. The more specificity you can generate, the more urgency you can create. This part should not only define the problem but also highlight the consequences of inaction, helping to create a sense of urgency among potential supporters.

3. Paint the Vision of the Future Once You are Successful

Describe what the future looks like if your organization succeeds in its mission. So what new thing will exist, or what problem will no longer exist if you are successful in raising this very specific amount of money. This vision should be inspiring and detailed, showing donors the positive change their contributions will help create once you make it to the other side of your goal. Make it as tangible and vivid as possible, so donors can visualize the impact of their support on the broader community or environment.

4. Gather Continuous Feedback

One of the biggest reasons we hear most for why people won’t start asking for money is that their case for support/messaging isn’t good enough yet. We definitely get that you want to have your ducks in a row before going to start talking to prospects, but your Case for Support doesn’t have to be perfect before you start talking with people. An effective Case for Support is not typically static; it needs to adapt over time. Regularly solicit feedback from various stakeholders, including donors, beneficiaries, staff, and volunteers. It is completely okay for this to be a living document for as much as a year or two into your fundraising effort.

Spend some time on the front end refining your messaging to where you can confidently talk about it, then just start talking to people. It might not be perfect and could change over time, but not starting will be far more fatal to your efforts than having a 100% perfect Case for Support. Use this feedback to refine and update your narrative, ensuring it remains relevant and reflects the evolving landscape and internal progress of your organization.

5. Enhance with Compelling Storytelling

Stories are a powerful way to connect emotionally with donors. Include real-life examples that showcase the challenges faced and how your organization has made a difference. These stories should support the data and facts already presented, providing a human element that can motivate and inspire potential donors to take action. The most effective fundraising appeals use both logic and emotion to appeal to their donor base.

Crafting and continually updating a Case for Support ensures that it remains a vital and effective tool in your fundraising arsenal. This is typically the first step in being able to build out your marketing and messaging to be able to scale your revenue to where you want it to be.

Having trouble crafting a Case for Support of your own? Send us a message and we’d be happy to talk through how we could help scale your nonprofit’s revenue.