The Case for Support – Part 2 – the “How”

Diana Turner, GPC
Principal, Smith Turner Consulting
smithturnerconsulting.com

Ron Waite
Principal, The Bridge Consulting Group, LLC
thebridge.pro
Part Two: How to create your nonprofit’s Case for Support

Last month, in Part One of this series, we illustrated the many reasons why every nonprofit needs a great Case for Support. In Part Two we’ll explore how to create your Case for Support and what you might include that could help motivate, inspire and empower donors to support your cause in a significant way.

The donor wants assurance that their gift will have powerful influence on those touched by your program today—and in the future. They want their gift to save or change lives, and they want to know that by giving, they have the power to make great things happen within their lifetime.

Things to remember:
• Not all Case for Support documents can be effective with all donors.
• It must provide direction and a defined strategy with your vision and urgency.
• It should inform the donor about your program, explaining why your program is the best solution for an identified community issue.

5 Steps to a Case for Support outline:
1. Capture the reader’s attention with something compelling but concise, ideally accompanied by a visual.
2. Describe the community issue your program works to address. What is the current environment in your community relating to that issue and how does your organization fit into the continuum of care around that issue?
3. Provide an overview of your organization specific to your community (may include mission, vision, brief history, organizational structure, etc.).
4. Describe why the status quo will not adequately address the identified issue. Convey the message that your proposed program is an opportunity for something better. Expand with numbers and demographics of clients to be served, project timeline and how clients’ lives will be changed as a result of the program (outcomes).
5. Invite the donor to join your organization in providing something better for your community. You may include the proposed program budget. Offer tangible examples of how the donor can provide something specific within the program (a gift chart with naming opportunities).
As your outline transforms into a detailed Case for Support, insert photos and quotes from knowledgeable sources. Use client testimonies as well as testimonies from staff, board members and community leaders. Schedule interviews with those whose endorsements might add credibility to your organization and program. In answering the question, “How and why does this program merit a donor’s support?” be as specific yet as concise as possible while painting an accurate picture of the donor’s opportunity to change lives through your program.

While the process is laborious, the results can be spectacular. A great Case for Support can mobilize your constituents into action – making your campaign dream a reality.

Coming soon in Part Three:
When to use your Case for Support – best practices for leveraging this powerful tool

On a side note, there was a great post to this blog by author Jeffrey Wilcox on Jan. 14th. Authors Diana Turner and Ron Waite agree with Wilcox’s notion that referring to donors as “contributors” is a best practice. We recommend referring to them as “contributors” when addressing them directly, but when addressing an audience of nonprofit leaders, we’ll refer to them as “donors” (as in the Case for Support series).