The Case for Support

Think of a case for support statement as the starting point for conducting a campaign feasibility and planning study, as well as a successful capital campaign. Your case for support statement will become your “ground zero” for all the marketing or communication materials created later in the capital campaign phase. It is the essential building block for who you are and why your cause matters.

A Case for Support Statement:

• Introduces who you are to the everyday person
• Clearly defines reasons for a capital campaign
• Explains your organization’s needs in a clear, fact-based manner
• Makes the argument for why prospective donors should support the campaign
• Articulates what impact the campaign will make possible
• Varies in length, depth, and scope depending upon the specific needs being addressed
• Is a useful tool, more so for the asker than the donor

Parts of a Preliminary Case for Support (Pre-Campaign Phase):

A preliminary case for support, or project description statement, comes before a campaign feasibility and planning study. This document should be more factual than persuasive. Keep it brief and succinct with good, simple grammar.

NOTE: Preliminary case statements may also be used as an outline for a capital campaign case statement.

Ideally, the document should be between 1-2 pages and feature clear formatting, such as bullet points and lists, to outline the project elements. Specifically, the preliminary case statement includes:

1. Organizational background and mission
2. Select milestone historical facts
3. Key statistics and facts (constituents served, community impact, etc.)
4. Affiliations and accreditation (if necessary)
5. The opportunity (how your investment can change lives and bring transformation, etc.)
6. Description of the project
7. Financing plan (including the proposed campaign)

Final Case for Support Statement (Capital Campaign Phase):

The final case for support statement is a deepening and expanding of what was articulated in the preliminary case statement. It takes into account feedback learned from the community during the feasibility and planning study. The final case is outwardly focused on community needs and the benefits resulting from the capital campaign, rather than inwardly on institutional needs and desires.

Keep in mind that people do not give to needy people and organizations. People give to people who share a vision of transformational change—those who can demonstrate how an investment will change the lives of people for the better.

Tips for Getting Started:

1. Remember to keep your case statements simple, persuasive, and focused towards your audience (prospective donors). Pretending that your audience has no previous knowledge of your organization, the need, or the impact their gift could make is a great way to captivate most people. Be sure to be consistent in your wordings and descriptions throughout all communication and marketing materials. 
2. Make a brochure! Once you have created the preliminary project description, work with a graphic designer to build a beautiful brochure to anchor a presentation packet. 

For more on this topic, download our free Case for Support resource guide. 

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CDS has been a leader in nonprofit fundraising for the past three decades. Contact us for more intensive help with your major gift fundraising, strategic planning, or preparing for a capital campaign.