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What are the best strategies for building a strong case for support in fundraising campaigns?

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If you work in non-profit program development, you know how important it is to communicate the value and impact of your organization to potential donors. A strong case for support is a key element of any successful fundraising campaign, as it tells your story, explains your mission, and shows your results. But how do you create a compelling case for support that resonates with your target audience and motivates them to give? Here are some of the best strategies for building a strong case for support in fundraising campaigns.

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Melanie Lambert

Managing Director @ Just Write Grants | Nonprofit Fundraising Expert

1 Know your audience

Before you start writing your case for support, you need to understand who you are writing for. Who are your ideal donors? What are their interests, values, and motivations? How do they prefer to receive information and communicate with you? By doing some research and segmentation, you can tailor your case for support to appeal to different types of donors, such as individuals, foundations, corporations, or government agencies. You can also use different channels, formats, and tones to match your audience's preferences and expectations.

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2 Define your problem and solution

A strong case for support should clearly articulate the problem that your organization is addressing and the solution that you are offering. What is the need or gap that you are filling? What is the scope and urgency of the problem? How does your organization's mission, vision, and values align with the problem? How do you approach the problem differently or better than others? What are your goals, objectives, and strategies for solving the problem? How do you measure and evaluate your outcomes and impact? By answering these questions, you can demonstrate your credibility, relevance, and effectiveness.

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3 Tell a story

A strong case for support should not only inform but also inspire and persuade your potential donors. One of the best ways to do that is to tell a story that showcases your organization's work and impact. A story can be a powerful tool to connect with your audience emotionally, create a memorable impression, and illustrate your value proposition. A story can be based on a real or hypothetical beneficiary, a staff member, a volunteer, a partner, or a donor. A story should have a clear beginning, middle, and end, and include some elements of conflict, challenge, and resolution.

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Melanie Lambert

Managing Director @ Just Write Grants | Nonprofit Fundraising Expert
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Think in terms of Who?, What?, Where?, When?, Why?, and How? Answer those questions successfully and you'll have a strong framework for an appealing case for support. And make sure your resolution includes your donors' support. It's not just the financial need you're trying to meet. Helping them meet their philanthropic goals by looping them into the solution will make your appeal stronger and make your donors feel more engaged.

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4 Use data and evidence

A strong case for support should also back up your claims and stories with data and evidence. Data and evidence can help you establish your authority, credibility, and accountability. They can also help you quantify your results, show your progress, and highlight your achievements. Data and evidence can include statistics, facts, figures, graphs, charts, testimonials, quotes, awards, recognition, or endorsements. However, you should use data and evidence sparingly and strategically, and avoid overwhelming or confusing your audience with too much information.

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5 Show gratitude and appreciation

A strong case for support should also express gratitude and appreciation to your potential donors. Gratitude and appreciation can help you build trust, rapport, and loyalty with your audience. They can also make your audience feel valued, respected, and recognized. Gratitude and appreciation can include thanking your audience for their interest, attention, and time, acknowledging their contributions and impact, highlighting their benefits and rewards, and inviting them to join or continue your journey. You can also use words and phrases that convey gratitude and appreciation, such as "thank you", "we appreciate", "we are grateful", or "you make a difference".

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Melanie Lambert

Managing Director @ Just Write Grants | Nonprofit Fundraising Expert
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Strong cases for support include people saying thank you. Organizations, inherently, cannot show gratitude. People show and feel gratitude. Include photos and quotes from those you've served (ideally stories you've used throughout the rest of your case for support), staff, volunteers, and Board members... real people that the reader/donor might know or might meet. People give to people, and making that connection at the beginning, middle, and end of your case for support will make it more appealing and more successful overall.

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6 Include a clear call to action

A strong case for support should also include a clear call to action that tells your potential donors what you want them to do next. A call to action can be a request, an invitation, a suggestion, or a recommendation. It can be specific or general, depending on your goal and audience. A call to action should be simple, direct, and urgent, and include a benefit or incentive for your audience. For example, you can ask your audience to donate, volunteer, join, subscribe, share, or contact you, and explain how their action will help your organization or cause.

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Melanie Lambert

Managing Director @ Just Write Grants | Nonprofit Fundraising Expert
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If you can customize this, it will be even more successful. One case for support I worked on was a booklet style that included inside pockets. This format allowed us to include a personalized letter with a customized call to action for each donor. It made the case for support much less 'form letter-like' and was very successful for our nonprofit.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Melanie Lambert

Managing Director @ Just Write Grants | Nonprofit Fundraising Expert
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Investing time into drafting a high-quality case for support can pay off across multiple fundraising revenue streams. In my work writing grants for nonprofits, we "double dip" from case for support documents all the time to complete grant applications or draft grant narrative content. We obviously customize it for each grant-maker, but the case for support is essentially trying to accomplish the same task. Consider how you can make the best use of your time and work by utilizing this content for grants, e-solicitations, direct mail, etc.

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What are the best strategies for building a strong case for support in fundraising campaigns?

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1 Know your audience

2 Define your problem and solution

3 Tell a story

4 Use data and evidence

5 Show gratitude and appreciation

6 Include a clear call to action

7 Here’s what else to consider

Non-profit Program Development

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What are the best strategies for building a strong case for support in fundraising campaigns?

1

2

3

4

5

6

7

1 Know your audience

2 Define your problem and solution

3 Tell a story

4 Use data and evidence

5 Show gratitude and appreciation

6 Include a clear call to action

7 Here’s what else to consider

Non-profit Program Development

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