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Tip 1. Write for clarity and connection
Avoid jargon or insider terms. Write as if explaining your work to someone new. Use natural, conversational language, with short and active sentences that convey warmth, energy and purpose. Vary sentence length for flow and rhythm.
Tip 2. Lead with emotion, support with evidence
Start with a story that moves people, then back it up with facts to build trust. Emotion opens the door – evidence keeps it open.
Tip 3. Focus on the supporter, not yourself
Make supporters the heroes of your story. Use ‘you’ more than ‘we’ to show what their contribution would achieve and why it matters.
Tip 4. Keep your message consistent
Use the same key ideas and phrases across proposals, websites and social media posts. Consistency builds recognition and confidence.
Tip 5. Be specific and tangible
Explain exactly what the support would make possible. Replace abstract goals with clear examples so people can picture the impact of their giving.
Tip 6. Use simple and persuasive language
| Use | Instead of | Why |
| create, build, inspire | undertake, facilitate, implement | Strong, active verbs motivate and energise |
| join us, be part of | save us, keep us afloat | Invites collaboration and shared purpose |
| pledge, gift, contribute | anything you can spare | Positions giving as intentional and valued |
| you, your support | we, our organisation | Centres the donor in the story |
| together we can | we aim to, we hope to | Brings supporter into the ambition and emphasises shared effort |
| art changes lives | art is important | Connects emotion to tangible impacts |
| make possible, bring to life | deliver, execute | Feels creative and human |
| community, connection, creativity | stakeholders, engagement, programming | Keeps the language warm and accessible |
| with your support we can… | we need funding to… | Shifts the tone from need to partnership |
Checklist for your case for support
Use this tool to help ensure your case for support tells the right story in the right way.
Introduction to financial management
Get an overview of the topics covered in our Board Financial Fluency webinar series and learn about the board's role in financial management.
How to tailor your case for support
Learn how to communicate your case effectively for different audiences or channels.
