4 Elements of a Compelling Nonprofit Case for Support

You’ve scoured your database to identify major giving prospects; you’ve spent months cultivating relationships; and now it’s finally time to meet with them and make your case for support. So… what do you say?

A strong case for support communicates why your organization and mission is worthy of philanthropic action. A strong case for support presents a clear, compelling vision, makes a persuasive appeal, and provides direct next steps. Ensuring you’re making captivating appeals can make all the difference in your nonprofit’s fundraising revenue. 

In this guide, we’ll explore key components of a case for support. 

1. Deliver a Clear and Urgent Message

A common mistake in fundraising appeals is starting with excessive background. While historical details about your nonprofit’s founding and your mission’s evolution may seem important, they usually aren’t particularly interesting or likely to capture the attention—or hearts—of would-be donors. 

Instead, start by describing a compelling problem or possibility, then outline your approach, and explain why now is the time to give. Graham-Pelton’s guide to making a fundraising case for support explains three key elements of a clear, poignant message:

• Vision. Vision and mission are closely related concepts. A “vision” is what the world will look like when your mission is achieved. For example, if you’re running a capital campaign to fund the construction of a new community center, your case for support might describe a flourishing and thriving community where younger and older generations connect over shared activities—simultaneously helping to address the youth mental health crisis as well as to reduce isolation and loneliness among older adults. 
• Priorities. Provide concrete details about what your nonprofit is trying to achieve. While a vision is an endpoint, your priorities should explain the actions you’re taking to get there. Following the example of constructing a community center, you might explain why you’re raising funds to purchase a specific plot of land due to its centrality and ease of access to the local high school. 
• Voice. Remember that your case for support isn’t just a plea to support your cause but also to support your organization specifically. As such, your case for support should reflect your nonprofit’s unique brand voice. Avoid generic language and minimize jargon so donors will understand your message and will remember your nonprofit. 

2. Persuade with Storytelling and Impact

Think back to your high school literature class, where you likely learned of pathos (appeals to emotion) and logos (appeals to logic). These concepts are essential for any persuasive argument, including your case for support. 

When presenting your case for support to donors, your job is to capture their attention, get them to care about your cause, believe in your vision, and trust that your nonprofit is uniquely equipped to make that vision a reality. When you provide powerful, emotionally driven stories backed by compelling facts, you will secure more gifts. 

Additionally, tailor the stories and facts to each donor. For instance, in healthcare fundraising programs like grateful patient fundraising, donors have had direct, firsthand experience with your organization. As a result, part of your case for support is relaying their own story back to them to remind them of the profound impact your organization has had on their life or the life of a loved one during a time of great personal need. 

When possible, include photographs and testimonials from people affected by your cause. This helps donors put a face to your campaign, making it easier to build an emotional connection. 

3. Emphasize Credibility and Trustworthiness 

Throughout the fundraising process, you have cultivated donor relationships. The trust established through these connections is essential for building credibility and making successful fundraising appeals. Your case for support is a powerful tool to solidify that credibility. 

You can demonstrate that your nonprofit is a trustworthy organization capable of achieving its goals by:

• Sharing evidence of past successes. If your nonprofit has successfully completed similar projects in the past, highlight these accomplishments in your case for support. This can be especially useful for grant applications, as many grantmakers prefer to invest in established organizations with a history of success. 
• Providing detailed plans. The more clearly you define your goals, timeline, and project details, the more likely donors are to believe in your project’s potential. While details may change as you enact your plan, sharing a concrete roadmap ahead of time is still essential. 
• Maintaining financial transparency. Think of major donors as investment partners; this means they want to know how your campaign—and their investment—is performing. Share your fundraising progress when making your case for support and keep these donors in the loop throughout the rest of your campaign. 

When it comes to building trust, also consider who is presenting your case for support. For example, when approaching a major gift prospect, you might have the major giving officer who has been stewarding them present together with your executive director. When your case for support comes from someone the donor knows and trusts, they are more likely to respond positively to it. 

4. Be Clear About the Donor’s Next Steps

So far, your case for support has outlined your vision, articulated your priorities, and positioned your organization’s credibility. Now, it’s time for a call to action that tells donors what next steps they should take. 

Your exact call to action will depend on your audience, their relationship with your nonprofit, and the level of support you are requesting. For example, for major donors, you likely have a specific dollar amount in mind for that individual support. In contrast, when addressing your donor base in general, you might present them with several suggested giving amounts and encourage them to pick whichever works best for them. 

Make only one call to action. This is critical. While major donor relationships can lead to other types of support in the future, stay focused on your immediate appeal. Then, during follow-up stewardship, you might make other requests: asking for introductions to other donors, inviting them to volunteer at your nonprofit, or perhaps even sponsoring a challenge or matching gift.

A case for support isn’t one concrete document or script. Instead, it’s a collection of cohesive arguments in favor of your mission that fundraisers should adapt to each donor. As your campaign develops and new details about your plans come to light, evolve your case for support alongside it, so you can present an accurate and compelling reason to invest in your nonprofit.