From Mission to a Compelling Case for Support

Who benefits from your work and why is it important to the community?  What makes you different than other organizations that meet the same need?  Is there future growth?  As most nonprofit and fundraising executives are aware, individual donors and foundations ask these questions frequently and require immediate and effective answers.  A successful case for support will answer these questions while confidently directing the reader toward the organization’s urgent needs and their projected costs. 

This resource demonstrates how to effectively express your mission into a successful case for support, outlining the steps to create the essential components of this important document.  Note that the Giersch Group believes all case for supports should include the information that the Internal Revenue Services requires all major giving programs to have on file for its grant recipients.  This information is included herein. 

Uses for a Case for Support

Developing a strong case for support is typically thought of as merely a way to secure donors.  While this is true, we also believe that this annual exercise is the perfect opportunity to continue developing and reenergize the mission of the organization.  Additional uses of the case for support are the following:

1. Promoting the organization’s efforts and value at a community event, gala, or speaking engagement.
2. Training new staff, and increasing staff efficiency.
3. Recruiting, inspiring and motivating your Board of Directors.
4. Building trust with individuals within the community or speaking with the community to determine what interests the public.
5. Forming a centerpiece for other documents such as the Annual Report and Gala Program.

The Process of Creating a Case for Support

Step 1:  Involve the Right People and Listen

Writing a successful case for support that portrays the passion behind the mission does involve some organizational soul-searching.  Bringing together staff and board leaders to assist in this activity will not only strengthen the team but also reenergize the organization, creating a deeper understanding of the shared passion.  Leaders must listen to those who care about the history and future of the organization. While some organizations have found success in broadening participation and expediting the process by creating an internal committee of 3 to 5 key leaders and board members charged with the creation of the case for support, the Executive Director must drive this process.

Step 2: Confirm the Mission and Vision

This mission statement describes how the organization works to solve the concerns or issues it was created to address.  The vision statement outlines the future, what the world would look like if the organization achieved the mission.  The case for support demonstrates to the public the importance of the mission and vision, how it affects the community, and why the organization should continue to exist to achieve these goals.

The Mission and Vision are the organization’s reason for being, and are therefore the foundation of the Case for Support. All board members, whose duty it is to set the direction of the organization, must agree to the mission and vision prior to the creation of the case for support.

Step 3: Comprise the Case for Support

An organization’s case for support should be a strong, influential tool to target major donors, foundations, and individuals. Assembling your case for support should always be done from the donor’s point of view because donors have a right to know everything they can about your organization and how their money will be spent. This perspective shows that investments are truly treated as an investment, not just viewed as an exchange of dollars.

The case for support should be structured to present the following aspects of the organization:

1. Mission and Vision
2. History
3. Board of Directors and Staffing
4. Current Programs and Services
5. Historical Financials
6. Current Need and Plan to Address Future Needs
7. Current Need Budget
8. Summary/Conclusion and contact information

History:  The most convincing way to demonstrate an organization’s strengths and longevity than by highlighting the progress and success already made. The history and background of the organization provides donors with credentials on how and why the organization’s work has been beneficial to the community.

Board of Directors and Staffing: Stability in the leadership of an organization is extremely important to donor.  Listing board members and important staff demonstrates that the infrastructure of the organization is stable and funding will be adequately allocated to prove most beneficial for the entire organization. In addition, the Board of Directors carries fiduciary responsibilities for the organization and is an essential element in the risk equation for donors.

Historical Financials and Current Need Budget: Since most donors made their money through excellent usage of basic business principals, they are looking to see if the organization’s leadership has a grasp of these essential skills as well. Providing a summary of the organization’s financials according to generally accepted accounting principals, along with organizational and project budgets, will allow prospective donors to understand that the organization has a system in place that ensure funds are properly managed.  Project budgets also match needs described in the document with their projected costs, allowing donors to better understand how they are contributing to the mission.

Current Need and Plan to Address Future Needs: While the organization’s services help individuals today, it is important to also outline what exactly the needs are today.  This should include a look forward to foresee what changes might be needed in the future. An assessment of current and future needs will provide prospective donors with an understanding that the organization has taken time to plan and strategize what impact changes will have on the organization and its constituents.

Summary/Conclusion and contact information:  The summary should include one or two inspirational sentences as to how any financial contribution will make the world a better place by achieving the mission.  Most importantly, it should note where donations can be made, contact information for future questions, and whether contributions are tax-deductible. 

Last Step: Test the Case for Support

It may be necessary to have a review process that receives feedback from individuals not involved in its creation.  This can be a small group of donors, strategic partners, or community representatives. The best way to test a case for support is to use it, understanding that it is a living document that can incorporate feedback from each donor meeting to make it better.

Additional Items of Note

1. Format and Size: The final format for a case for support can take on many different forms from a brochure to a booklet, a simple typed document, a video, or all of these. Multiple formats for multiple audiences and uses are completely natural. Some organizations might need to produce a new format for each donor meeting.  If the dollars are big enough, it’s worth it.  The Giersch Group has found that a power point presentation created as a flipbook has been extremely effective in most situations.  Remember that pictures also help convey the message and make it real for the reader.
2. Tone and Language: The case for support should create a sense of urgent need without expressing desperation.  A distressed organization will not attract donors.  The language needs to make the mission compelling enough that donors will want to help the organization succeed by making the largest gift possible. The intention is to generate enthusiasm in your community and among your donors.  Seek language that instills confidence in the organization and its leaders.  Be careful to avoid cliché claims at greatness and instead articulate what makes the organization different.  “The only organization providing free home repairs to inner city homeowners” or “The first organization in the world to provide a healing conference for post-abortive men” are claims that tout uniqueness and set the organization apart from other endeavors that may be competing for the same funds.

Articles for Further Reading

1. Seiler, Timothy L.  “Developing Your Case For Support.” Jossey-bass, Aug 2001.
2. Stanois, George.  “Step 1: Develop a Fundraising Case for Support.” http://www.12stepfundraising.com/?page_id=7
3. The Ritter Group.  Bringing a Good Idea to Major Gift Prospects. http://therittergroup.com/2010/06/24/bringing-a-good-idea-to-major-gift-prospects/

For more information, please visit the Giersch Group at www.gierschgroup.com or contact us at prosper@gierschgroup.com.