Developing a Compelling Case for Support: An Essential Guide for Not-for-Profits
At its core, a Case for Support is a comprehensive, compelling document that outlines the ‘case’ for donor investment. It is typically used to introduce donors to the value and impact their support can have and to encourage potential donors, partners, grant makers, and other stakeholders to invest in a charity’s mission and goals.
However, the Case for Support is more than just a document - it’s essentially the cornerstone of any successful fundraising activity. But what exactly makes a Case for Support effective, and why is it so crucial?
Why Your Organisation Needs a Case for Support
A well-crafted Case not only communicates your financial needs but also conveys the impact of your organisation - and more importantly, the impact of your donors! - in a visually engaging and compelling way. Here are some key reasons why having a case for support is essential:
Inspiration and Engagement: A strong Case for Support inspires both internal and external audiences. It acts as a powerful communications tool that can initiate discussions with potential donors and motivate staff.
Consistency and Planning: It ensures that your messaging is consistent across all platforms and materials, aiding in fundraising planning and proposal development.
Organisational Pride: A strong case can instil a sense of pride within your fundraising team, Board, and wider organisation.
Core Components of a Compelling Case for Support
To develop an effective Case for Support, it's important to distinguish between focusing on "what you do/how you do it" and "why you do what you do/what the impact is”, the latter of which is much more inspiring and motivational. Your Case for Support should answer the following key questions:
Who is the organisation, and what does it do?
Why does the organisation exist?
What is unique about the organisation?
Who are the beneficiaries?
What must be accomplished, and why now?
How will the organisation enable this to be accomplished?
What are the benefits and impact of your work?
How can the donor become involved, and what happens if they don’t?
What will the donor’s impact be?
What’s in it for the donor?
Here are five key components to focus on when writing your Case:
Urgency: Without a sense of urgency, potential donors won’t feel inspired to donate today. Even if they think that yours is a worthwhile cause, the actual act of giving might be kicked down the road indefinitely. Use words like "now" and "today," provide relevant deadlines if applicable, and highlight the consequences of inaction to create a sense of immediacy.
Ease: Keep your language friendly, warm, and personal. Avoid jargon and use short sentences and paragraphs to ensure your message is easily understood. Remember, your goal is to empower and inspire donors, not leave them feeling confused or patronised.
Emotional Connection: Emotion captures attention and helps your audience relate to your beneficiaries. Tap into universal feelings, make the donor the hero of your story, and utilise personal stories and powerful imagery to enhance any statistics.
Benefits over Features: Instead of focusing on the features of your work, Show the benefits of your work in action. Think about what it is that your work enables - for example, if a feature of your work is that you provide underserved schools with drama lessons, a benefit might be that children who wouldn't otherwise have the opportunity are improving their confidence and cultivating their creativity.
Donor-Centricity: Perhaps the most important thing to remember when developing the Case for Support is that it should always be written with the donor as a central protagonist in your story, not solely centred around an organisation’s need. Make sure that you are giving the donor the credit they deserve, and enabling them to feel the impact that they can have.
Using Your Case for Support
A Case for Support is versatile - as well as existing as a designed document that can be used when approaching and meeting potential donors, its content be tailored for various fundraising approaches:
Corporate Partnerships: Align your Case with company values and corporate social responsibility and ESG goals to attract corporate support.
Major Donors: Tailor your narrative to resonate on a personal level, emphasising legacy and impact.
Trusts and Foundations: Adapt your Case to meet specific guidelines and interests, providing a comprehensive backdrop for grant applications.
Fundraising Campaigns and Websites: Use your Case to define campaign messaging and create compelling online fundraising copy.
By carefully crafting a compelling, donor-centric Case for Support, you can effectively communicate the value of your organisation, inspire action, and build lasting relationships with your donors. Remember, your case is not just a tool for securing funds; it's a way to share your vision, celebrate your donors, and drive your mission forward. Happy writing!
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At OKC, we have a proven track record of guiding not-for-profit organisations in crafting compelling Cases for Support that resonate with donors and drive successful fundraising campaigns. Our team brings a wealth of experience in fundraising, communications, and donor engagement. We offer tailored support to ensure your Case for Support is not only well-written and visually engaging but also strategically aligned with your mission and fundraising goals. Recent Cases developed for clients include HUGG, World Vision Ireland, the Dublin International Piano Competition and the Dillon Quirke Foundation (which you can view here). From initial concept development to final production, we provide comprehensive guidance and resources to empower your organisation to inspire and connect with your donors effectively. Let us help you articulate your story and showcase the transformative impact of your work - contact us today to arrange a conversation.