How can you develop a case for support that inspires donors to give?

A case for support is a document that explains why your non-profit exists, what it does, and how it makes a difference. It is the foundation of your fundraising efforts, as it tells your donors why they should care and give. Developing a compelling case for support requires research, storytelling, and alignment with your mission and vision. Here are some tips to help you craft a case for support that inspires donors to give.

1 Know your audience

Before you write your case for support, you need to know who you are writing for. Who are your current and potential donors? What are their interests, motivations, and values? How do they prefer to communicate and receive information? You can use surveys, interviews, focus groups, or donor data to learn more about your audience and segment them into different groups. This will help you tailor your case for support to their needs and preferences, and increase your chances of getting a positive response.

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Celia Hagerman, CFRE

Executive leadership | Major & Planned Gifts | Skilled in building, transforming, and growing national and international organizations | Expert builder and mentor of high-performance, mission-driven teams
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The Case for Support is of utmost importance; it should revolve around your organization's mission, driving the vision forward, and emphasizing the programs or services that serve as the tools to achieve this mission. It serves as the foundation that provides funders and donors with compelling reasons to support your organization. I recommend creating multiple case statements, even on a smaller scale, to highlight critical services, programs, or projects. These can be tailored to resonate with different target audiences, as you learn more about your current donors and prospects. For instance, millennial women are often motivated by the desire to make a positive impact on the world, so the messaging should focus on that aspiration.

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2 Define your problem and solution

Your case for support should clearly articulate the problem that your non-profit is addressing and the solution that you are offering. What is the gap or need that you are filling? What is the impact or outcome that you are creating? How do you measure your success and effectiveness? You should use facts, figures, and evidence to support your claims, but also avoid jargon and technical terms that might confuse your donors. Instead, use simple and clear language that conveys your message and shows your credibility.

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3 Tell your story

One of the most powerful ways to connect with your donors and inspire them to give is to tell your story. Your story should illustrate how your non-profit came to be, what your mission and vision are, and what your values and principles are. It should also showcase how your work affects the lives of the people or communities that you serve, and how your donors can be part of that change. You can use anecdotes, testimonials, quotes, or images to bring your story to life and appeal to your donors' emotions and values.

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Celia Hagerman, CFRE

Executive leadership | Major & Planned Gifts | Skilled in building, transforming, and growing national and international organizations | Expert builder and mentor of high-performance, mission-driven teams
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The essential goal is to cultivate a relationship-based approach to philanthropy. This approach is not about manipulation but rather about inspiration. The aim is not to pressure a donor into making a transactional-based gift but to make the organization's mission and work so vivid and meaningful that it naturally motivates the donor to contribute. Storytelling stands as the perfect tool to convey the organization's mission in a personalized manner, moving the donor to take action, to be part of something bigger than herself, by making a gift.

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4 Show your uniqueness

Your case for support should also highlight what makes your non-profit unique and different from others in your field or sector. What is your niche or competitive advantage? What are your strengths and achievements? How do you stand out from the crowd? You should demonstrate how your non-profit fills a specific need or gap that others cannot, and how you offer a distinctive value proposition to your donors. You should also emphasize how you collaborate or partner with other organizations or stakeholders to leverage your resources and impact.

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5 Ask for action

Finally, your case for support should end with a clear and specific ask for action. What do you want your donors to do after reading your case for support? Do you want them to make a donation, sign up for a newsletter, volunteer, or share your message? How can they do it easily and conveniently? You should provide clear instructions and options for your donors to take action, and also explain how their action will make a difference. You should also thank them for their support and interest, and invite them to stay in touch with you.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Celia Hagerman, CFRE

Executive leadership | Major & Planned Gifts | Skilled in building, transforming, and growing national and international organizations | Expert builder and mentor of high-performance, mission-driven teams
Report contribution
Developing an effective case for support requires both art and science. The case for support is a vital component within the complete Fundraising Cycle, where careful planning and execution lead to successful fundraising results.

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How can you develop a case for support that inspires donors to give?

1

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3

4

5

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1 Know your audience

2 Define your problem and solution

3 Tell your story

4 Show your uniqueness

5 Ask for action

6 Here’s what else to consider

Non-profit Program Development

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How can you develop a case for support that inspires donors to give?

1

2

3

4

5

6

1 Know your audience

2 Define your problem and solution

3 Tell your story

4 Show your uniqueness

5 Ask for action

6 Here’s what else to consider

Non-profit Program Development

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