The best way to Construct a Case for Help

Convincing an viewers to take any sort of motion requires making an efficient pitch. Nonprofits know this all too properly. If you depend on folks’s donated help to push your work ahead, it’s essential to be capable to confidently clarify to your donors what you want, why, and what the profit shall be.

A nonprofit case for help is on the root of the way you make a compelling pitch to donors. It’s a necessary a part of working fundraising campaigns and successfully speaking your mission.

What’s extra, a case for help can (and may) be an lively instrument for higher fundraising—not only a pre-campaign activity to get out of the way in which, however an actual asset that may gas your success.

So how do you create one? What ought to your case for help comprise? What errors do you have to keep away from? We’ve bought you coated. This crash course will cowl all of the necessities, together with:

Learn how 360MatchPro can help you raise more and make more compelling pitches to donors.

Nonprofit Case for Help FAQs

Let’s begin by establishing some context:

The definition of "Case for support," detailed in the text below

What’s a case for help?

A nonprofit case for help is the core set of the reason why donors ought to help a specific marketing campaign, mission, or group’s work as a complete. It’s a basic fundraising framework or idea on which you’ll construct your campaigns.

Circumstances may be developed for all kinds of contexts and audiences, making them extraordinarily versatile instruments to information the fundraising course of in any state of affairs. They primarily search to reply the questions, “Why ought to somebody care, and what are we asking them to do?”

It’s vital to notice that whereas this time period is usually used to explain a tangible doc or different useful resource, the underlying set of arguments themselves comprise the case for help. We’ll check out some examples under.

Whereas a case shall be distilled into varied printed and digital assets throughout a fundraising marketing campaign, overly fixating on a particular doc can in the end restrict a nonprofit’s imaginative and prescient and the general effectiveness of its case.

Why are circumstances for help vital?

Circumstances for help give your fundraising workforce a transparent roadmap and speaking factors to make use of when selling your campaigns or total mission to donors.

When created and used properly, a case for help will standardize your messaging and be certain that you talk a transparent, unified, and compelling imaginative and prescient to potential supporters. Then, with the scaffolding in place, your workforce can use it to create tailor-made variations, individualized pitches, and every kind of useful assets that may help the general imaginative and prescient of your fundraising marketing campaign.

When do nonprofits create and use circumstances for help?

Nonprofits develop circumstances for help in a spread of various conditions. They may be created to help:

They’re mostly mentioned within the context of capital campaigns as a vital early step within the marketing campaign planning course of.

However word that you just’ll profit from a case for help in any state of affairs through which your workforce might want to make a transparent pitch to donors to solicit help. So long as you perceive what a case for help is and what it ought to accomplish, you need to use its framework to help your objectives.

Who in a nonprofit ought to create a case for help?

A case for help must be created by the fundraising or improvement workforce that shall be immediately concerned in working that exact marketing campaign. An overarching case for help for the group’s work as a complete also needs to be owned by the fundraising workforce.sections of a grant proposal, and also you’re not improper.

Nevertheless, needless to say, in contrast to a grant proposal, a case for help may be extra versatile and tailored to your particular objectives. There’s nobody particular format to observe—this shall be formed by the particular fundraising context when you’ve established the core set of arguments and particulars listed above.Learn how 360MatchPro can help you raise more and make more compelling pitches to donors.

Creating a Case for Help: 9 Steps

You’re able to develop your subsequent case for help and drive your finest fundraising outcomes but. How do you get began? We break it down into these key steps:

The steps for creating a nonprofit case for support, explained in the text below

  1. Kind a workforce. A small group of fundraisers or improvement employees ought to oversee the case improvement course of. Relying on the aim or scope of the fundraising marketing campaign, nevertheless, chances are you’ll need to proactively contain a board member or different organizational chief. Group-wide or capital marketing campaign circumstances for help are cases when getting a broader management perspective early shall be useful.
  2. Decide your case for help pointers. What’s the context for this case for help? Is it for a specific marketing campaign or initiative? Align your workforce on the context and goal.
  3. Draft your key parts. Work by means of the record of key parts of a case for help above and draft just a few sentences for every. Brevity is essential—a handful of extremely impactful sentences will carry far more weight than rambling paragraphs. Moreover, at this stage, you’re searching for to create a framework, not a accomplished construction!
  4. Guarantee coherence. Learn your preliminary case for help intently to make sure that it clearly ties again to your group’s mission. Do the important thing factors you’ve made align with how the marketing campaign is being mentioned internally? Are there extra compelling speaking factors or impression particulars that you just would possibly be capable to present?
  5. Evaluation and revise. Take a while as a workforce to overview what you’ve developed. Proofread and search for weak spots in your argument the place your claims or calls to motion might be higher supported. Make fast revisions as wanted, however don’t get too slowed down in creating the right completed product simply but.
  6. Check and refine. Subsequent, search suggestions exterior of your case for help committee. Different fundraisers, entrepreneurs, and leaders in your group could have useful views. In case you’re creating a case for help for a capital marketing campaign, that is while you’ll collect direct donor suggestions by means of a feasibility research. Make changes to your case and marketing campaign plans as wanted to make sure your technique and argument are set as much as marketing campaign supplies. Brochures, electronic mail appeals, letters, texts—all the things associated to your marketing campaign or this explicit fundraising push must be a part of a coherent complete.

Knowledgeable Suggestions for a Extra Compelling Case for Help

Now that you just perceive the method and goal of making a case for help in your marketing campaign, what are the tactical suggestions to bear in mind when really drafting it? We’ve bought some suggestions.

1. Make it impact-centric.

Your case for help ought to revolve across the constructive impacts of your success. That is the last word purpose for the marketing campaign and its goal, so there must be a crystal-clear throughline from the ask to the target to the impression.

Not solely will this guarantee coherent, compelling messaging throughout your marketing campaign later, but it surely’s additionally more and more regarded as a prerequisite by many donors. If donors are unclear on what precisely will occur with their present and the way it will go in direction of the issue at hand, it’ll be tougher to safe their help. The truth is, youthful generations are more likely to say they won’t donate in the event that they’re not sure what the charity will do with the cash (37.8% of Gen Z donors vs. 15.2% of Mature age donors).

2. Collect compelling storytelling particulars.

Whereas your core case for help must be concise, goal to embed compelling storytelling parts that may assist make the ask and impression actual to your donors. Assist them perceive and really feel the urgency surrounding the issue that your marketing campaign’s goal will resolve.

Whereas getting ready a case for help, collect a spread of storytelling particulars that you need to use later when creating extra fleshed-out and tailor-made variations in your marketing campaign advertising supplies. These might embrace:

  • Anecdotes and testimonials from constituents and donors (with their permission)
  • Photographs of your nonprofit’s packages at work
  • Information to help your claims about the issue and your goal’s projected impression

Assembling this type of “case for help equipment” shall be extraordinarily useful as soon as it’s time to create marketing campaign supplies like net pages, brochures, electronic mail templates, and extra—see the examples under for this technique in motion.

3. Enhance your persuasion energy with clear writing.

Persuasive writing is direct, clear, and evocative—set your fundraising supplies up for fulfillment by baking these qualities into your case for help from the very begin. Contemplate these finest practices:

  • Preserve sentences quick and impactful. Write as particularly as attainable to naturally preserve issues concise.
  • Keep away from utilizing too many adjectives and adverbs to explain issues and issues. Let the small print and the context communicate for themselves and paint an image for readers.
  • Be intentional and particular together with your phrase selections. It’s straightforward in nonprofit work to get slowed down in imprecise generalities and jargon, however these won’t ever provide the impression you have to make a convincing pitch to individuals who aren’t knee-deep in your mission all day.
  • Perceive the ability of passive and lively voice. Energetic voice tends to be clearer and extra impactful and may take priority in your core case for help. Passive voice has its function and is extra useful for explaining complicated ideas and conditions, however attempt to wait till you’re writing longer-form marketing campaign supplies to make use of it.

4. Perceive your viewers and context.

Actively take into consideration who your case for help is talking to and why they need to care about your mission and ask.

For a lot of circumstances for help, you’ll be writing to a basic viewers of supporters. In others, you’ll be focusing on a extra particular phase from the get-go, like

  • Main, mid-level, or lower-level donors
  • Volunteers
  • Occasion attendees
  • Potential donors for a particular giving program
  • Potential company sponsorscompany companions, so be sure that your core case statements spotlight the dimensions of your viewers and the general public attain that your group has. Tax incentives usually inspire main and non-cash donors, so you may point out these when discussing the constructive impacts (each in your mission and your donors) that your fundraising initiative may have.

    Getting Particular: Utilizing Information to Take Your Case for Help to the Subsequent Stage

    Concrete particulars make for more practical pitches. When compiling a brand new case for help and any related kits of particulars and tales, don’t overlook the info.

    For a case for help, this supporting information would possibly embrace data like:

    • Particulars about different funding sources for the marketing campaign or mission
    • Details about your company companions
    • Your group’s present matching present income
    • Statistics about your volunteer program

    Why collect this data? Relying on the viewers and context of your case for help, being ready with this information may be extraordinarily useful.

    For instance, main donors would possibly need to realize it to gauge your group’s effectiveness earlier than committing to a big present. Foundations and sponsors would possibly require this data. In very particular circumstances, like when you’re laying out the case to recruit sponsors for a particular donation match problem, details about the scope of your fundraising efforts shall be integral to the settlement.

    By having this information available and baked into the messaging pointers of your case for help, you’ll be capable to simply create detailed, customized pitches in your prospects.

    You would possibly have already got a lot of this data in your CRM. For information particular to your grants or company philanthropy efforts, be sure you use devoted grant administration and company philanthropy instruments that make it straightforward to generate studies and projections (and to lift extra of those funds normally).

    Take a look at this video to study extra about how the fitting platform, like 360MatchPro, cannot solely unlock new income streams in your nonprofit but additionally equip you with the instruments you have to construct and report extra thriving giving packages throughout:

    Click here to learn how 360MatchPro reporting can help you track mid-level donors

    Watch Out! 5 Case for Help Pitfalls to Keep away from

    Making a case for help ought to develop into second nature anytime your group takes on a major new fundraising marketing campaign or launches a brand new giving program. What are the frequent errors to keep away from alongside the way in which?

    • Mistake 1: Beginning with a doc or brochure.
      • Keep in mind, a case for help is a set of persuasive arguments and particulars, not only a doc. You’ll distill your case into a variety of marketing campaign supplies like brochures, emails, net pages, and extra, however leaping forward to that stage would possibly restrict your imaginative and prescient and the case’s total effectiveness.
    • Mistake 2: Not securing buy-in.
      • A case for help is a foundational fundraising useful resource—your group ought to really feel assured that the pitch it lays out aligns together with your imaginative and prescient and objectives for the marketing campaign. In case you don’t get sign-off from marketing campaign or organizational leaders early, you would possibly danger needing to backtrack later to replace fundraising supplies that have been primarily based on an outdated model of the case.
    • Mistake 3: Not testing your case for main campaigns.
      • A case for help lets you take a look at your pitch within the lead-up to a capital marketing campaign. These sorts of main fundraising campaigns are huge investments of your time and assets, they usually have excessive stakes, so you have to guarantee your messaging is as efficient as attainable early within the course of. Use a feasibility research to introduce a small group of high-impact supporters to your marketing campaign, ask for suggestions in your case for help, and use their enter to enhance it earlier than shifting ahead.
    • Mistake 4: Turning into too donor- or organization-centric.
      • The main target in a case for help must be on the constructive impression that shall be created while you obtain your marketing campaign’s goal. Nonprofits usually see recommendation about making donors the heroes of their pitches, however that’s not essentially the objective in a case for help. You’ll be able to emphasize their function in later messages that you just create utilizing the case for help. Equally, keep away from overly-centering your group because the lively participant—it’s all concerning the goal and impression at this stage.Learn the case for help doc

        UNICEF case for support example

        That is the public-facing case for help for an bold 10-year initiative, The UNICEF and WHO Joint Programme on Psychological Well being and Psychosocial Nicely-being and Growth of Kids and Adolescents. This marketing campaign seeks to lift $50 million in donation commitments to attain its crystal-clear goal:

        “By 2030, kids and adolescents residing in nations focused underneath the Joint Programme will expertise decreased struggling and improved psychological well being and psychosocial well-being and improvement.”

        This can be a “world” case for help doc for the marketing campaign, that means it might function the only supply of reality for fundraisers to create new marketing campaign supplies and have extra focused discussions with potential donors. Its prime quality additionally means it might simply be shared immediately with prospects and information retailers as-is, too.

        What this Case for Help Does Nicely

        • Consists of extraordinarily clear and impactful language
        • Repeats key phrases and imaginative and prescient statements throughout your complete doc
        • Conveys true urgency with out coming throughout as darkish or dire
        • Emphasizes the impression of proposed options and supplies statistics to again them up
        • Very clearly structured with headings that reinforce the aim of the doc

        Inside Case for Help: YMCA

        Learn the case for help doc

        YMCA case for support example

        That is an internally-facing case for help written by the workforce on the Santa Monica Household YMCA to help an annual fundraising marketing campaign.

        This explicit case doc might be a particularly useful instance in your nonprofit. It offers us a direct glimpse into what a working case for help seems like and what sort of data yours ought to embrace.

        We love how mission-centric this instance is—each part clearly connects again to the group’s mission of strengthening communities by means of supporting youth and fostering wholesome residing. With this useful resource in hand, it will be straightforward for YMCA fundraisers to craft compelling present solicitations and promotional supplies.

        What this Case for Help Does Nicely

        • Begins by clarifying the aim of the useful resource for YMCA employees
        • Clearly connects all sections again to the group’s mission
        • Explains core packages and areas of operation in easily-repeatable language to be used in additional supplies and donor discussions
        • Ends with a brief library of constituent tales damaged down by program—invaluable for fundraisers within the discipline!


        Writing a case for help (for a marketing campaign, occasion, or simply in your fundraising efforts normally) is without doubt one of the most vital issues you are able to do to set your nonprofit up for fulfillment.

        With an easy-to-use information on the best way to discuss your goals, wants, objectives, and plans, your workforce will be capable to sort out any fundraising problem with ease. If you have to draft a case of help of your personal, begin by working by means of the “Important Components” defined above and following our beneficial steps. You’ll be participating your prospects, funders, and company companions with compelling fundraising pitches very quickly.

        To continue learning, discover these further fundraising guides:

        Learn how 360MatchPro can help you generate more revenue and make a more compelling pitch to donors.

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