Writing a Case for Support

A case for support answers the urgent question: “What makes this program worthy of winning someone’s financial support.”

It is the backbone of any successful fundraising campaign and outlines why a donor should contribute to your cause. It’s more than just a list of facts and figures - it’s a story that connects donors to your mission and inspires them to take action.

At its core, a case for support should clearly and concisely articulate the organization's mission, vision, and values and explain why the organization is uniquely positioned to address the problem or need it aims to solve. The case should provide concrete examples of the organization's impact and the impact it hopes to achieve in the future. Additionally, a strong case for support should address the organization's financial needs and explain how donor contributions will be used to advance the organization's mission. A well-written case for support should inspire donors to give by making a powerful and persuasive argument for the organization's importance and effectiveness.

As you organize your case for support, you'll begin by gathering existing materials and creating a bullet-point list of facts, stories, and anecdotes. Collecting these notes before you begin your case will easily allow you to write your topics using only the most successful tools.

To write a case for support that resonates with your audience, you need to understand their values, motivations, and interests. A successful case requires a deep understanding of your donor base and the community you serve. You can conduct surveys, hold focus groups, or talk to your donors directly to gain insights into what matters to them. Use this information to tailor your message to their interests and priorities.

In addition, you should use compelling stories, statistics, and visuals to illustrate the impact of your organization’s work. Share success stories demonstrating how your organization makes a difference in people’s lives. Use data and statistics to show the scale of the problem and how your organization positions itself to address the problems at hand. Use visuals like infographics, photos, and videos to make your case more engaging and memorable.

Finally, make sure your case for support is easy to read and understand. Use precise language, avoid jargon and acronyms, and break up long paragraphs with headings and bullet points. Make it easy for your audience to understand why your organization is essential and why they should support your work.

Consistency builds trust. A clear and consistent brand will make you easily recognizable and memorable. In turn, this establishes your legitimacy.

In addition, a comprehensive brand helps differentiate your organization from others in a crowded fundraising landscape. It allows you to establish a unique identity and build an emotional connection with potential donors. A strong brand can help attract new donors, retain existing ones, and inspire people to support your cause in various ways.

How long should a case be? Most of the time, a case for support should be a document between 2k and 3k words. Build an exceptionally long one to cut and tailor information to donors easily. It's always easier to cut from a more extensive document than to build on a smaller one.

Fundraising consultant Ron Arena suggests that your case should answer three questions:

1. Why us? (the organization)
2. Why now?
3. Why you? (the prospect)

If the copy of your case can answer those three questions repeatedly, you will find success, even if other things need to be fixed.

The case should dramatize the story, then present your project as the solution. Throughout, it should speak about the donor as the hero. Inside it, build conviction and interest. It should answer any objection, give facts that back up your assertions, offer surprising information, and list your objective accomplishments. It should talk about efficiency at every opportunity. It should ask for money more than once.

Make sure that your audience quickly understands the problem. Why would a donor contribute if they don't know what's at stake? Make the solution easy to understand. No solution is easy - but donors need a straightforward story to cut through their emotional and attentional clutter. They want to know exactly how their money will help solve the problem. Demonstrate that the cost is a good deal. No one wants to overspend - particularly when they aren't anticipating a financial return. And, of course, create a sense of urgency. Ensure donors know they can't sit on the sidelines and wait it out.

Aim for the heart. Emotions drive action. People are more likely to give when they feel deeply connected to the cause and the people it serves. By tapping into their emotions, you can inspire your readers to take action and make a real difference in the world. A well-crafted story that appeals to the heart can make a cause more relatable, personal, and urgent to the reader. It can help them understand the impact of their contribution and make them feel like they are a part of something greater than themselves. In essence, aiming for the heart in nonprofit writing is not just about raising funds; it's about building a community of supporters who share a common goal and vision for a better world.

While connecting with donors emotionally is essential, it's equally important to address practical concerns such as cost efficiency. Donors want to feel confident that their contributions are being put to good use and are making a measurable impact. By discussing cost efficiency and demonstrating that your organization utilizes resources most effectively and efficiently, you can instill trust and confidence in your donors. This frugality-forward approach will help retain current donors and attract new ones looking to make a tangible difference with their donations. Moreover, in today's world, where transparency and accountability are becoming increasingly important, showcasing cost efficiency and effectiveness can help set your organization apart from others and establish it as a responsible steward of donor resources.

Sharing unknown information is a powerful and underrated tool to engage readers. By presenting unexpected or little-known information, a few well-chosen and surprising words will pique the reader's interest. Sharing something new and surprising can help establish credibility and authority for the organization, demonstrating their unique insights or perspectives on the issue.

A support case is a handy guide for people who still need to be locked into the mission or need a reminder of the problems (and opportunities) at play. Internally, a support case is also a manifesto, inspiring the work and overcoming any objections to its progress.

A case for support operates as a story bank from which you pull persuasive donor stories. It can be a marketing document but is often best used to customize communication for newsletter segments, individual donors, program officers, and anyone else whose writing may persuade.

Emotional triggers are part of a support case; they should be for every inspiring document. But a case for support concentrates more on stories of viability.
Some organizations struggle more than others about their "non-essential" nature. For example, why should I give to an art museum when children are without water worldwide? There are two solutions to this question. The first is obvious - if you believe strongly in a mission that's not your own, quit your job. Do that other work instead.

The second is more subtle but still significant. Every donor is different, and you are doing your work in service to the difference they want to make. You can figure out why they give to you by asking, "What would happen if my organization were to disappear tomorrow?" Think about the programs that you'd lose and the lives that would be affected. Think about the loss of potential in all the people you help, the research you do, and the difference you make. If you can articulate the feelings and the numbers, you will have taken dramatic steps toward the support case you want to build.

Pretend you're a space alien who came down to earth and is discovering your nonprofit. What kind of questions would you ask? They would be reasonably straightforward:

-Who are you?
-What do you do?
-Whom do you do it for?
-How do they change as a result?

As the conversation continues, they might ask more detailed questions about your work if interested. It could be questions like these:

-Why is the need so urgent?
-Why is your solution so good?
-What is your scope?

Take inspiration from these ideas, but make your case your own. Each one should be authentic to the organiation, telling the story that form you and shape you. Of course, as you start to craft these narratives, they will craft you. Almost like magic, your organization will be come the ideal that you set out for it in your case. Be careful what you wish for :)