Whether you’re applying for a major grant, launching a capital campaign, or cultivating new donors, having a solid Case for Support is non-negotiable. Think of it as your nonprofit’s fundraising backbone—a document that clearly and compellingly outlines who you are, what you do, why your work matters, and how donors can help make a difference.
But a Case for Support isn’t just a summary of your mission and programs. It’s a strategic tool designed to motivate giving by connecting logic and emotion, data and storytelling, strategy and vision.
In this blog, we’ll break down the key elements of an effective Case for Support—and how you can build one piece by piece to attract, inspire, and engage funders of all kinds.
What Makes a Great Case for Support?
Before we dive into the structure, let’s clarify the goal. A great Case for Support:
- Builds trust and credibility
- Explains your purpose clearly
- Shows your impact with evidence
- Inspires action and investment
- Serves as a foundation for all fundraising communication
Now, let’s walk through the essential components—think of these as your Case for Support’s anatomy.
1. Executive Summary or Elevator Pitch
What it is: A brief, high-level overview of your organization and your funding need—no more than a paragraph or two.
Why it matters: Funders are busy. This opening sets the tone and grabs attention.
Tips to make it effective:
- Be specific about your funding need and what it will accomplish.
- Summarize your mission, impact, and vision in clear, jargon-free language.
- Use active voice and engaging language.
🟢 Example: “At Bright Futures Learning Center, we provide high-quality early childhood education to low-income families in underserved neighborhoods. With your support, we will expand our services to reach 100 more children in the next year—preparing them for academic success and lifelong learning.”
2. The Need or Problem Statement
What it is: A compelling explanation of the issue your organization addresses.
Why it matters: Donors need to understand why your work is necessary before they’ll invest.
Tips to make it effective:
- Use a mix of statistics and human stories to illustrate the problem.
- Make the issue relatable and urgent.
- Avoid abstract or overly technical language.
🟢 Example: “In our community, nearly 40% of children enter kindergarten without basic literacy skills. These children are more likely to fall behind in school and less likely to graduate. Without early intervention, the cycle of poverty continues.”
3. Mission and Vision
What it is: A concise statement of your organization’s purpose (mission) and your desired long-term impact (vision).
Why it matters: These statements define who you are and what you’re striving for.
Tips to make it effective:
- Your mission should explain what you do, for whom, and how.
- Your vision should paint a picture of a better future because of your work.
- Keep it authentic and inspiring.
🟢 Mission Example: “We provide trauma-informed housing and support for homeless youth ages 13–24.”
🟢 Vision Example: “A world where every young person has a safe place to call home and the opportunity to thrive.”
4. Organizational Background and Credibility
What it is: An overview of your nonprofit’s history, achievements, and capacity to deliver results.
Why it matters: Funders want to know they’re investing in a capable and trustworthy organization.
Tips to make it effective:
- Highlight key milestones and growth.
- Share recognitions, accreditations, or partnerships.
- Introduce leadership, staff, or advisors with relevant experience.
- Keep it focused—avoid a full history lesson.
🟢 Example: “Since 2009, we’ve served over 10,000 families across three counties. Our programs are led by certified social workers, licensed educators, and community volunteers.”
5. Programs and Services
What it is: A description of your core programs and how they address the identified need.
Why it matters: Donors need to understand how your organization works to solve problems.
Tips to make it effective:
- Organize programs by theme or population served.
- Use clear outcomes to demonstrate effectiveness.
- Include short client stories to bring the work to life.
🟢 Example: “Our Summer Literacy Academy offers free, full-day programming for children ages 4–8. Last year, 87% of participants improved their reading level by at least one grade by summer’s end.”
6. Impact and Outcomes
What it is: A summary of the results your organization has achieved so far.
Why it matters: Donors want to fund solutions, not just services. Show them your work makes a difference.
Tips to make it effective:
- Use both quantitative data (metrics, percentages) and qualitative data (quotes, stories).
- Include outcomes over time, not just outputs.
- Consider visual elements like infographics or charts.
🟢 Example: “Over the past three years, we’ve reduced youth recidivism by 45% among our program participants. Former clients report higher levels of self-confidence, education completion, and job stability.”
7. Financial Need and Use of Funds
What it is: A transparent explanation of how much money you need and how it will be spent.
Why it matters: Donors want clarity, not guesswork.
Tips to make it effective:
- Break down costs by program or category.
- Show how donor support directly contributes to impact.
- Consider including a pie chart or cost-per-outcome calculation.
🟢 Example: “We are seeking $150,000 to expand our afterschool program to two additional sites. Funds will be used for staff salaries (60%), program supplies (25%), and transportation (15%).”
8. Call to Action
What it is: A clear, inspiring invitation for donors to support your mission.
Why it matters: People are more likely to give when they’re given specific, actionable next steps.
Tips to make it effective:
- Match tone to your audience (individual donors vs. institutional funders).
- Offer options for engagement (monthly giving, capital campaign, major gift).
- Emphasize the donor’s role in your success.
🟢 Example: “Your gift of $1,000 provides a year’s worth of academic mentoring for one student. Join us today—because every child deserves the chance to succeed.”
9. Testimonials or Stories of Change
What it is: Real-life voices that showcase the transformation made possible by your work.
Why it matters: Stories build empathy and make your impact memorable.
Tips to make it effective:
- Include a short client or donor story in their own words.
- Use quotes from community partners, volunteers, or beneficiaries.
- Include photos (with permission) whenever possible.
🟢 Example: “Before this program, I felt like I was stuck. Now, I’m in school, I’ve got a job, and I’m helping my younger sister do the same.” —Jasmine, program participant
Final Thoughts: Keep It Dynamic, Not Static
A Case for Support isn’t a one-time project. It’s a living document that should evolve with your programs, impact, and audience needs. Once written, it can be adapted into:
- Grant narratives
- Major donor pitch decks
- Brochures and one-pagers
- Website content
- Email appeals
Wrap-Up: Tell the Right Story, the Right Way
A well-crafted Case for Support is more than a tool—it’s a transformation of your nonprofit’s story into an invitation. By structuring your Case around the key elements outlined here, you can connect with donors not just intellectually, but emotionally. And that’s where giving begins.
Now’s the time to review your own Case: Does it speak to both the head and the heart? Does it make your reader feel part of something bigger?
If not, now you know exactly where to start.