Once critical component of creating an effective Capital Campaign, is developing a compelling Case for Support. Here is a step-by-step approach drawn from insights shared by Jerry Linzy, Executive Partner Emeritus of Jerold Panas, Linzy & Partners.
A Case for Support is more than a simple project description. It’s a compelling narrative that explains why your mission matters, how you’ll address pressing needs, and why now is the time for action. To build one, you must:
- Define Your Mission and Objectives: Establish a clear, forward-looking vision that explains why your work is essential. Document the societal challenges your organization addresses and articulate the unique value you bring.
- Outline Program Benefits: Show how your programs benefit your community and constituents. Connect with potential donors by framing the campaign as a way for them to be part of a larger, impactful movement.
- Detail Project Elements:
- Objectives and Scope: Specify what you aim to achieve and the program’s reach.
- Expected Results: Describe the tangible outcomes you anticipate.
- Professional Staffing Needs: Note any staffing expansions needed to support the project.
- Timetable and Financials: Include a timeline and the financial information needed to reach your goals.
- Build Credibility with Evidence of Success: Share your organization’s track record. Highlight past achievements, community impact, and any recognition that underscores your reliability and capability.
- Present Financial Needs with Transparency: Offer a macro view of your financial requirements and break down specific needs. Connect these financial goals to specific program elements and tie them to donor recognition opportunities.
- Campaign Overview and Timetable: Provide an overarching timeline for the campaign, including suggested pledge timing, to give donors a clear picture of the campaign’s roadmap.
As you write your Case for Support, you’ll also want to be sure to write in the right way.
- Focus on Community Impact, Not Institutional Needs: Keep the emphasis on how your work benefits others, addressing donors’ desire to make a difference.
- Write to Inspire, Not Just Inform: Fundraising writing should inspire and motivate, conveying urgency and excitement.
- Emphasize Donor Value: Show donors they’re crucial to the campaign’s success. People give to people and causes they believe in, not just institutions.
Do all this right and you’ll take a huge step towards building your strongest case… and earning your most generous support from your donors.
