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What is it?
A case for support is a persuasive document of key messages that outlines why you, your organisation or project deserves support.
It anticipates donor questions and explains who you are and why your work matters, including:
- vision: the future you want to help create
- need: the problem you’re addressing, why your work is needed now, and what funding is needed
- impact: how support will create positive outcomes and who will benefit
- credentials: why you’re uniquely placed to make it happen and can be trusted
A compelling case for support is about winning hearts and minds. It should combine emotional stories with clear, logical arguments and evidence. This helps potential supporters understand why your work matters and why they should care.
Why do you need one?
A case for support is primarily for internal use. It provides the foundation for all fundraising communication so your messaging is clear and consistent.
It helps ensure everyone within your organisation or project group:
- is aligned with the core messages
- can communicate the core messages confidently to prospective supporters.
How to use it?
Your case for support is a core fundraising communication tool.
It provides a library of key messages you can use for the following:
- your website’s ‘support us’ page
- newsletters and emails to supporters
- campaign materials, including video and social media content
- tailored proposals
- trust and foundation grant applications
- speaking points for your board
- conversations with speakers, including in-person asks.
Regularly update your case for support
As your organisation or practice grows, so will your story. To keep your case for support accurate, treat it as a living document and regularly review it.
Update it to reflect:
- new achievements, priorities and ambitions
- language that is relevant, clear and authentic for your target audience.
What to include in your case for support
Learn what information you can include to create a compelling case.
