What is the Case for Support and why is it important?

A Case for Support – also known as a Case Statement – is a short, targeted, persuasive document. It convincingly demonstrates a societal need and showcases the organization's ability to meet that need. The language in a nonprofit's Case for Support will be used over and over again: it is truly the backbone of development efforts.

What should you know about the Case for Support?

Keep it short. The Case for Support should be, at most, 3 to 5 pages in length. Remember, this is something that you want people to read all the way through.

People give to people. This statement is cliché in the development world because of its inherent truth. Do not ask donors to give to a campaign or an institution – show them the effect their gift will have upon your beneficiaries.

The corollary to this is that people want to feel that their specific gift will make a difference. Whether they give $25 or $25 million, tell them what it means to you in concrete terms meaningful to the level of their donation: “Every $25 means that one more future family pet is micro-chipped, and need never be anonymous again.”

It will change over time. At the very least, as your campaign progresses you will have new information to report.

What are the parts of a Case for Support?

No special formatting distinguishes a Case from any other document; the contents do. Therefore, use the following sections as a guide, not as formal headers for each part. If you bring your reader a sense of urgency about the need you address and a belief in your ability to meet that need, you have succeeded.

The Need. The financial goal of a campaign is often mistaken for the need. You do not need money – you need to eliminate hunger by giving away food. Do not confuse the mission with the resources used to accomplish the mission.

The Solution. Now that you have demonstrated a compelling problem, show that it has a solution. Your project, your program provides the missing ingredient.

The Beneficiaries. Who do you help? Look beyond your clientele and see their connections to a neighborhood, the community at large, the state, the country, the world.

Your Capacity. This is not the place to be shy about your accomplishments or your staff. Did your executive director write the book on the public health issues of your area? Have you had spotless audits for 10 years? Did you immunize every child under 6 with an innovative outreach program? Let the world know about your successes.

The Ask. What resources are required to make your solution possible? Ask for support, and provide appropriate giving options for the level of donation you request. For example, you might know that a particular prospect is concerned about outliving her finances: tell her how she can name your organization in her will.

Self Interest. We do not like to talk about self interest in this business, but the truth is that people give for specific reasons. We need to respect that some folks want recognition, others the joy of knowing they made a difference. There are as many reasons as there are gifts. You need to explain, throughout the document, what is in this for them: help them understand how important their gift will be, how significant the need.

How do you write a Case for Support?

Do your homework. Interview leaders and clients. Look over everything ever written about your agency. Find good data from reliable sources to document the need. Does the agency have a poster child? What stories can they tell?

Write to the reader. Each constituency will need a document engineered to appeal to their interests and ability to give. This might mean that you have different versions of the Case, or it might mean that you have one Case and handouts for each group.

Relate the story to the prospect. How does the need affect their life, their community, their nation, their world?

Write well. Use active verbs. Vary your sentence length. Always use a readable type size and font, especially for older audiences.

Get feedback. Have a good writer look over your drafts. Let the Board and Executive Director read it and give ideas. Many times, the process of developing a Case for Support can bring a Board together and invigorate their sense of purpose and belief in the mission.

 

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