When a “Wild” Case for Support Works — Creative Fundraising in Action

by Kate Jaeger-Thomas

A compelling case for support is a key pillar of any fundraising campaign. It clearly communicates why your organization’s mission matters. It outlines your campaign goals and the impact donors can have on your future. It tells a story about who you are and where you’re going.

We’re used to cases being a written document or a polished brochure—but sometimes, like when I was at Signature Theatre Company, that’s not the right move.

When I joined Signature as the development director in 2007, we were about to launch what would become a $70 million capital campaign to build a new 75,000-square-foot home in the Pershing Square Signature Center.

The start of this campaign was already complicated. Signature was originally designated for the World Trade Center performing arts complex, but shortly before I arrived, we were released from that arrangement and needed to find a new home before our lease ended. With the help of the NYC mayor’s office, we found our future home in a mixed-use building on 42nd Street—just a block away from our original space. Frank Gehry was the original architect at the World Trade Center performing arts center and graciously agreed to design an interior space for us in the new building.  

Gehry created several gorgeous models of our new space and Edward Norton, who got his professional acting start with Signature, signed on as campaign chair.

Now buckle up, because this is where the story takes some unexpected turns.

Our campaign launched on the eve of the 2008 economic crisis. Construction projects across the city halted, and we were one of the only cranes in the air.

To put it lightly, this was a challenging environment to fundraise in. We knew we needed to be creative and highlight the key elements that were in our favor: the visionary leadership of the late Jim Houghton, Gehry’s models of the theatres, an active construction site in an otherwise dead landscape, the support of city leadership, and a deeply engaged campaign chair who is also a talented fundraiser. 

We had a compelling story to tell, but a traditional case for support and formal pitch meeting couldn’t capture it fully. Our construction site, however, was a perfect encapsulation of our selling points, from the expanded theatre space to the commitment of our partners.

With that in mind, we pulled together a series of bullet points and decks and invited donors to meet me, Jim and Edward on the corner of 42nd Street and 10th Avenue. Together, we would walk into a nearby parking garage where we built a raw space to specifically house Gehry’s models and walk them through the vision for the expanded theatre.

After a chat in the “model room,” we handed them a hardhat and a waiver and walked them over to the construction site. In that raw, cold active construction site, we could bring the future vision to life and donors could see creating something truly special while also putting New Yorkers back to work.

I used to say that we never had a case when I ran the Signature campaign, but I’ve come to realize that the model room was our case. That’s where we painted a picture of what the space could be, and made the irrefutable argument that this new multi-theatre center for the city of New York must be realized. 

Not everyone should do this—and in most cases, I’d argue you shouldn’t do this. But that doesn’t mean there aren’t lessons to be learned.

Regardless of format, your case for support has to walk donors through what the final product looks and feels like, and irrefutably explain to the donor why this campaign, this project, this future for the community you serve must happen. 

It also needs to create an experience—whether that’s an actual tour or a conversation in a coffee shop or sharing a video—that helps your donors understand what it means for your vision to come to life.

Could your case for support use a fresh take? We’d love to help you rethink how you tell your story. Schedule a free strategy session to get started.

Kate Jaeger-Thomas has over 20 years of experience helping organizations become stronger and more sustainable. As Consulting Services Director, she leads client engagement and our consulting team, bringing deep expertise in major campaigns, donor strategy, and organizational growth. Read Kate’s full bio on our team page.