How to Build a Case for Support That Inspires Donors to Give

In our 20 years in business, we’ve seen a lot of cases for support—including quite a few bad ones.

Some cases struggle to offer a clear purpose for the campaign or fail to show a tangible impact. They have unrealistic goals or lack a direct call to action. They’re overly complex, full of jargon that the donor doesn’t understand. Or they don’t connect emotionally with the reader.

Writing a case for support is hard—sometimes especially so for those on the inside. You have to blend the organization’s brand voice and donor strategy with campaign priorities and directives from leadership. You can end up with a document that tries to be all things to all people—but ultimately doesn’t speak to any of them.

What makes a case for support compelling?

At its most effective, a case for support does more than just explain your needs—it inspires action. Instead of simply listing facts about your organization and your fundraising goals, it should tell a vivid story of your organization’s future and guide readers to find their place in that narrative. It should connect emotionally with donors, speaking directly to their values and aspirations and making them feel like a part of the solution.

A persuasive case clearly communicates the essential WHYs behind your campaign: why your mission is critical to meeting needs in the communities you serve, why this is the time to take your organization to new heights, and why a donor should support your powerful vision for the future.

When done well, a compelling case for support propels donors to make their biggest gift ever—and can strengthen your culture of philanthropy well beyond your campaign’s end.

The Heller Group approach

At the Heller Fundraising Group, we have a secret sauce for crafting stories that motivate and inspire and feel authentic to each individual client. We tap into global issues that people care about and prove how our clients are uniquely positioned to solve them—with the right resources, of course. Then we paint a picture of a stronger and brighter future for our clients and the communities they serve.

Uncovering this message isn’t easy, but an outside perspective can help you break through preconceptions and see your organization in a new light.

If you’re struggling to develop a case that captures your donors’ attention, schedule a free strategy session to find out how we can help.