A Case for the Case of Support and How to Write One
A Case for the Case of Support and How to Write One
By Dyllan Williams
A Case For Support isn't just another flashy brochure or a forgotten PDF buried in your shared drive. It is the heart and soul of your nonprofit's fundraising narrative, outlining the real-world challenges your organization addresses while inviting donors to be part of the solution. This document goes beyond merely asking for funds; it establishes trust in what you do and your mission. It is the reason why individuals choose to give and why they care.
Traditionally, Case For Support materials have centered on donors, often framing the organization's needs to emphasize donor impact with phrases like, "With your help, we can accomplish…" However, when done right, it can be the perfect tool for building a fundraising culture rooted in community, equity, and human connection. At Write On Fundraising, we advocate for a community-centric approach that emphasizes equity, shared responsibility, and the voices of those affected by your work. Using "we" language rather than "they" fosters a sense of inclusion and collaboration, showcasing how communities define their needs and priorities. A community-centric approach highlights the voices of those most affected by the nonprofit's programming and services, emphasizing collaboration and systemic change.
A successful community-centric Case For Support comprises three key elements:
1. Explore the Community-Identified Need
The narrative should prioritize the concerns shared by those closest to the issues being tackled, highlighting how your organization collaborates as a partner rather than a savior. Instead of stating, "This is what your gift will accomplish…," consider asking, "What does the community truly need, and how can you join us in making this happen?"
2. Share the Collective Impact
When sharing about the previous and current impact on the community-identified need, do not credit the work solely to the donor or the nonprofit, but highlight the collaborative efforts among the community members, staff, various partners, and supporters. By emphasizing the shared accomplishments of addressing the need, you avoid reinforcing power imbalances and dehumanizing the community served.
3. An Invitation to Join the Movement
Reframe your approach from selling your organization to inviting others into a shared vision.
So, where does one start when drafting their Case For Support? A classic Case For Support outline usually includes the following:
Introduction to the Problem
Your Nonprofit's Role
Vision for Change
Community Voices
Financial Narrative
Call to Action
After establishing the core components, organize your case with clear headings. Use bold font, infographics, and call-out imagery for key facts and points of interest, and ensure your paragraphs are concise and easy to understand.
Once you have your draft, ensure that you are centering voices from the community you work with. Your Case For Support should include voices beyond your board or staff leadership. Feature stories, perspectives, and quotes from those you serve, avoiding an extractive narrative that risks tokenizing individuals. Remember, these individuals are partners in your mission, not merely fundraising props.
Don't forget that your Case For Support should cater to the entire community, high-wealth donors, volunteers, monthly donors, and partners. It serves as a snapshot of who your nonprofit is and who those involved are. It doesn't have to be an expensive marketing piece. Don't spend $5,000 on a designer and commissioned drone footage of your facility if that isn't in your budget. Focus on having a clear message and a format that works for your nonprofit's budget. Some practical options for creating your Case For Support include:
Utilizing free or low-cost graphic design tools like Canva.
Printing copies at local office supply stores and print shops, allowing for flexibility in quantity.
Preparing a PDF version to share easily via email.
Your Case For Support is a living document and should be treated like one. The truth is, your Case For Support is never truly "done." Programs shift, and communities evolve. Aim to review the language every six months, with thorough updates every twelve months to refresh statistics, programming information, and current needs. Make sure you are:
Checking your language – are the community's needs and voices still centered, not just reflected?
Updating stories: you don't want to use a 2020 COVID antidote in 2025.
Are there new statistics or studies that strengthen the importance of your work that you can plug in?
In closing, I urge you to build your case, stay grounded in your mission and values, and remember who you serve. A community-centered Case For Support is one of the most powerful tools in a fundraising toolbox.