Secrets to creating your best case for support – Part 2

Your donors want more than an investment: they want the dream of a better future for their communities. And you can provide that, but you only have a few seconds of their attention to convince them.

You need a top-notch case for support document to do the talking.

“Words, once they are printed, have a life of their own.”
— CAROL BURNETT

What makes a top-notch case for support document?

Notice that we distinguish between the document and the rationale or message itself. The message is critical, and we cover that in CASE FOR SUPPORT I – How to create a compelling rationale for support that inspires your donors to give.

Here we’re dealing with the vehicle for the message – the digital or print collateral piece that contains all the pertinent information in a succinct and easy-to-follow format.

The goal of your case document is to compel your donors to give. It does this by using the right information to connect with their interests and answer questions like “why do you need my money?” and “how will you use it?” It explains the need for services in your community. And it issues an unmistakable call to action.

Our document production process and resources will help you compile the right information, gain institutional buy-in and make it easy for your donors to give.

The ASP document production process:

1. Determine what you are creating: a digital and/or print brochure? New website? Or general messaging and resources for use across platforms?
2. Create a core team of 2-4 people to work on case development.
3. Determine who will provide review and approval of copy and the end product. Let them know you will be seeking their input and customize your Process Timeline Template to show them the schedule.
4. Contact a professional designer to create the final polished product. Ensure you will receive source files for all materials designed. If hard copies are needed, contact a printer to get a cost and time estimate for the job.
5. Start gathering information and building an outline in Word. See Checklist 1 and Problem-Solution-Benefit Table.
6. Gather design resources and send to designer. See Checklist 2.
7. With your information compiled (step 5), begin working on the messaging that ties it all together. This is also covered in CASE FOR SUPPORT I: How to create a compelling rationale for support that inspires your donors to give.
8. Draft copy and flow for the case for support document. The core team should review and revise copy as needed.
9. Share a strong draft (in Word) with key stakeholders for feedback on flow and style. This is not the time for debating your strategic priorities or need for funding – but it’s the perfect opportunity to engage your board and other stakeholders by asking for their high-level input.
10. Use stakeholder feedback to edit copy and share revised copy for approval.
11. Send approved copy to designer. Expect to review and provide feedback on design; now is not the time for revising copy.
12. If you’re printing the document, send final files to your printer by the agreed-upon deadline.

It takes time and money to create a case for support document. But this investment is necessary and worth it.

Imagine those first moments when your case for support is completed: you open the box from the printer or the PDF file in your email and revel in its beauty. Everything is right there, and you will never again need to share multiple documents to explain your mission!

With everyone working from the same playbook, life is about to get much, much better for you and your team.