Why tailor your case for support? 

Tailoring your case makes it relevant and compelling, regardless of who you’re speaking to and how you’re reaching them.  

Your case for support should have a clear and consistent core message. But how you communicate this should be adapted based on: 

• your audience: different audiences have different motivations, priorities and interests  
• the channel: different channels require different levels of detail, storytelling methods and formality and tone.  

Adapt your case for different audiences  

Always keep your audience top of mind. Adapt your tone and language to match who you’re speaking to. 

For public audiences 

When communicating with the public, through appeals, newsletters, social media and other public-facing communications, keep your case clear, simple and engaging. Use stories as examples and first-person testimonials from artists, audiences or participants. This builds emotional connection and trust. 

For individual donors  

Tailor your case based on what you know about the person, including their interest, motivations and connection to your work. Focus on shared values and impact. Highlight how their support makes real change possible.  

For trusts and foundations  

Show how your work aligns with their funding and impact priorities. Be clear about the need, what you plan to do, the difference their support will make.  

For businesses 

Focus on shared goals, priorities and values, using the business’s own terminology where relevant. Show how your work aligns with their business needs and explain the value a partnership could create. 

Adapt your case for different channels 

There are different ways to present the core messages in your case for support. Tailor these based on the way you’re reaching people.  

For in-person 

In-person conversations are particularly effective when you want to build trust, understand what matters to someone, have a more personal conversation about giving. 

• Use your creativity to bring your story to life. 
• Make people feel something. Connect emotionally before explaining logically. 
• Use verbal and non-verbal communication. Passion and authenticity matter more than polish. 
• Focus on storytelling. What’s the big picture, the narrative arc, the emotional heart? 

For phone calls 

Phone calls are useful for one-to-one conversations, particularly if you can’t meet in person or when you are following up, building a relationship, or discussing a particular gift. 

• Be clear about why you’re calling and what you want to discuss.  
• Be open, curious, empathetic and enthusiastic. This helps the conversations feel more natural and builds trust. 
• Ask questions and listen for what matters.  
• Thank them for their time.