When nonprofit staff talk about their case for support, they’re usually referring to a glossy document that sits at the reception desk or gets handed out at fundraising events. It’s often reserved for one use (asking) and one audience (donors).
Our definition of the case for support is a little different.
We recognize the case as a composite of all messaging used to communicate an organization’s purpose, strategic priorities and need for support.
This messaging can be delivered verbally or in writing; in a glossy brochure or on the web; in a keynote speech or in one-on-one conversations.
Defined like this, the case is the Swiss Army knife of modern philanthropy. It’s versatile and integrated into all communications, across all channels and to all audiences.
“Don’t tell me the moon is shining; show me the glint of light on broken glass.”
— ANTON CHEKHOV
So now that you know that your case is more than a single-use printed document…
1. Start by getting to know your audience.
The secret to good communication – and your mission’s success – is reaching the right audience with the right message.
- What do you know about your staunchest supporters?
- Why do they give to your organization or show up to volunteer?
- What will drive them to do even more?
Use our Nonprofit Audience Matrix to document what you know and need to learn about your closest friends and supporters.
The Nonprofit Audience Matrix is included in our affordable DIY kit Case for Support – Part I | Aly Sterling Philanthropy
2. Articulate the big picture with clear purpose and priorities.
Donors want to support organizations that have a vision and a plan. They want to feel good about helping solve a problem or create a brighter future for their community. To successfully raise funds and public support, you must be able to articulate the big picture for your mission and its impact on your community. This means that:
- Strategic priorities and vision have been determined and approved by leadership.
- Organizational leadership can articulate the organization’s reason for being (the why) and need for funding.
3. Create a message bank: a written collection of relevant messaging.
This is as simple as opening a new Word document and cutting and pasting key information from sources such as your website, program brochures, staff speeches, grant applications, etc.
The message bank is your source document for all organizational communications moving forward. It will keep your writing and speaking focused and tight and your case for support front and center.
4. Edit and refine your messaging to create a cohesive, donor-centered story.
This is where you connect all the pieces to create a compelling story that situates your donor at the center.
The story should be well-written and grammatically correct. It should include a “uniting theme” linking the mission’s work to its need for support. It should answer the questions” why this mission/project?” and “why now?”
If you don’t have a strong writer on your team, you may want to hire a professional with demonstrated experience working on nonprofit communications and cases for support.
We’ll cover the case document production process in Part 2 of “Secrets to creating your best case for support.” If you can’t wait until then, visit The Nonprofit Store to purchase the affordable DIY kit Case for Support – Part II | Aly Sterling Philanthropy