Senior Consultant
The case for support is one of your most essential tools for any campaign or major fundraising initiative. It becomes your primary source for all messages and materials: from talking points and presentations to brochures or website copy. A strong case does two things simultaneously.
First, it delivers the core information that donors need to understand and engage with your campaign. What’s the situation? Why is now the right time to pursue this idea? What is your vision and roadmap for getting there? What will be the impact? Why should donors trust you? And what are donors being asked to do?
But facts on their own rarely move donors. That’s why the second dimension is the positioning woven throughout the narrative: the strategic choices that shape how you tell your story, and how donors experience it. Are you leading with an emotional hook? Are you showing your donors how they can achieve real change? Are you sharing stories and resonant outcomes?
In other words, an effective case for support works like a pair of 3-D glasses. Think of the information as the red lens, and the positioning as the blue lens. Without both, the case falls flat. But when content and storytelling work together, the case gains depth and dimension. It comes alive!
Below, we will use a fictional, abbreviated case for support to illustrate both lenses. Welcome to the world of ABC Children’s Museum, a cultural institution seeking to expand access and ensure every child in their community experiences the joy and power of learning through play…
