With inflation on the rise and individual, corporate and foundation giving expected to decline, it is crucial to build a credible and compelling case for financial support to attract donors and inspire trust. A case for support is a designed piece used as a conversation starter with potential donors and funders. It makes the case for why they should give to your nonprofit and how their funding will support the mission. In this blog post, I will explore things you can do to make your case for support compelling and credible. By implementing these strategies, you can enhance your ability to engage donors, establish trust and achieve your nonprofit’s fundraising goals.
Clearly define and communicate your impact
To craft a credible case, you need to clearly articulate why your organization exists and how it is driving change that no other organization can claim to drive in quite the same way. To do this, you need to articulate your reason for being. Conduct research to uncover how your donors see your organization and how they view your strengths and the “why” behind the work you do. Then, conduct research on how other similar organizations explain what they do. Use this information to draft a reason for being that encapsulates your “why” and explains the things that make you stand out. This statement should become the foundation of the messaging for your case for support.
Leverage data to strengthen your case for support
Data is a powerful asset in establishing credibility in your case for support. While collecting your own data about the success of your programs is ideal, for a multitude of reasons, many organizations don’t do it. If your nonprofit doesn’t have proprietary data, look to outside research to demonstrate the need and to validate the approach your nonprofit takes to solving it.
For example, if your nonprofit aims to address student learning loss with the support of summer programming, you could include data points on the impact of the summer slide on students to make the case for the need for your programs. Then you could identify and include data in your case for support that shows how summer learning programs curb learning loss (or even help some students accelerate). Infographics, success stories and testimonials, combined with data, create a compelling narrative that resonates with donors and bolsters your credibility.
Share strength-based stories of impact
In addition to using data to showcase your organization’s impact in your case for support, it is equally as powerful to share stories that highlight the individuals and communities your mission impacts. Stories help potential donors connect emotionally with your mission, but they should be strength-based and highlight individuals’ unique perspectives and abilities to overcome obstacles when the right supports are in place. By sharing these narratives, you humanize your cause and demonstrate the positive change your organization can make in partnership with those you serve. Remember, confidentiality and respect are paramount when gathering and sharing others’ stories, and it’s important to get consent and consider the potential impact of sharing personal stories, particularly to raise funds.
Showcase your expertise and partnerships, backed by testimonials
To build credibility, you also want to highlight your organization’s expertise and track record in the field, supported by the voices of your board members and current donors. In addition to sharing success stories that illustrate the positive outcomes achieved through your efforts, including quotes from board members and donors about why they support your nonprofit can be incredibly impactful. These testimonials serve as endorsements, inspire confidence in potential donors and create a sense of community and validation surrounding your cause.
Focus on the future and what you will do with more funding
While you need to do some credibility building by discussing your organization’s accomplishments to-date, your case also needs to provide donors with a clear picture of what you will do with additional funding (and it shouldn’t be more of what you’re already doing today). What does the future look like? What new initiatives will you launch? How many more people will you reach? How many new communities will you serve? Your case should concretely and succinctly describe these things, so donors have a realistic picture and can feel good about what their donation will support.
Conclude your case for support by articulating your fundraising goal, and then make the ask. For example, “Over the next three years, we are planning to add $3 million dollars to our annual budget. We are currently seeking gifts of $50,000 or more.” Then, provide contact information for donors to get in touch to start a conversation.
When you start your case for support by articulating your impact and then leverage data, stories and testimonials, you will build a compelling case and the credibility you need to be well positioned to paint your future vision for donors, share your fundraising goal and make the ask.
