When it comes to writing a compelling Case for Support, nonprofits often face a dilemma:
Should we lead with the emotional story of the people we serve—or impress funders with hard data?
The answer is both.
Your audience—whether it’s a grant reviewer, individual donor, or corporate partner—needs to be inspired by the human impact of your work and convinced by the data that you’re delivering results. The sweet spot lies in balancing storytelling and statistics to create a Case for Support that informs, moves, and motivates.
In this post, we’ll show you how to blend the art and science of fundraising communication. You’ll learn practical strategies to write a Case for Support that resonates deeply and drives results.
Why You Need Both Stories and Data
Stories ignite emotion.
Emotion drives action. Most people make decisions—especially giving decisions—based on how they feel, not just what they know. Stories humanize your mission and allow your reader to connect on a personal level.
Data builds credibility.
Funders want to know their investment will have an impact. Data proves your program works. It reinforces your organization’s professionalism, transparency, and effectiveness.
Together, stories and data make your Case for Support powerful, persuasive, and complete.
Step 1: Identify Your Core Message
Before you start writing, clarify your message:
- What change are you creating in the world?
- Why is it needed?
- How do you know your work is effective?
- What does success look like?
When your core message is clear, you can choose the right stories and the right data to support it.
🟢 Example Core Message: “Our literacy program empowers low-income students to read at grade level by third grade, dramatically improving their chances of academic success.”
Step 2: Choose a Story That Illustrates the Mission
The right story can bring your entire mission to life. In your Case for Support, this might be a featured client profile, a student success story, or a community transformation narrative.
Tips for a Strong Story:
- Focus on one person or family for maximum emotional impact.
- Follow a “before and after” structure: challenge → intervention → result.
- Use specific, vivid language that paints a picture.
- Include quotes or dialogue if possible.
🟢 Before: “We helped a family escape homelessness.”
✅ After: “When Tanya lost her job, she and her two children had nowhere to go. Our family shelter gave them a safe place to stay, meals every day, and the support she needed to get back on her feet. Today, Tanya is employed full-time and her children are thriving in school.”
Step 3: Back the Story with Relevant Data
Once you’ve shared an individual success, zoom out to show it’s not a one-time fluke—it’s part of a pattern of impact.
Tips for Using Data Effectively:
- Include metrics that reflect outcomes, not just activities.
- Use percentages, comparisons, or trends to add context.
- Highlight growth, improvement, or ROI (return on impact).
- Keep it digestible—use 2–3 key statistics, not a data dump.
🟢 Example: “Tanya’s story is one of many. In the past year alone, our program helped 238 families secure stable housing, with 83% remaining housed one year later.”
Step 4: Use Visuals to Reinforce Both
Words are powerful, but a visual can stop someone in their tracks.
Visuals to Include in Your Case:
- Photos of the people you serve (with permission)
Infographics that show your impact by the numbers - Before/after charts or progress bars
- Quote blocks or testimonials
These tools break up text, reinforce your message, and make your Case easier to scan.
🟢 Example: A simple infographic showing “2024 Impact at a Glance” with icons for meals served, housing placements, and volunteer hours.
Step 5: Balance the Narrative Flow
The structure of your Case for Support should reflect a strategic rhythm—story, then data; heart, then head.
Here’s a proven format to follow:
- Start with a story to grab attention and illustrate the need.
- Explain the problem with a mix of narrative and data.
- Introduce your solution with credibility and detail.
- Provide evidence (data + mini-stories) of past success.
- Make the ask with urgency and hope.
This keeps your reader emotionally engaged while reinforcing their logical confidence in your organization.
Step 6: Tailor to the Audience
Different audiences weigh emotion and data differently.
- Individual donors: Often respond more to stories and emotional appeals. They want to know their gift will make a difference in someone’s life.
- Institutional funders: Want stories, yes—but they are primarily driven by data, measurable results, and alignment with their goals.
- Corporate sponsors: Look for a mix of impact and visibility. They want clear metrics for community benefit and brand association.
Tailoring tip:
Create a core Case for Support that includes both stories and data, then adapt sections to match the needs of each audience.
Step 7: Use Storytelling in Your Data, Too
Good data presentation tells a story. Don’t just drop in numbers—frame them in context.
Turn this:
“Last year, we had a 78% graduation rate.”
Into this:
“Last year, 78% of our students graduated high school on time—compared to the citywide average of just 61%. Our youth mentoring program is closing the gap.”
This approach puts the data in perspective and strengthens the narrative.
Step 8: Close With a Unified Call to Action
Wrap up by bringing the story and the data together into a compelling ask.
🟢 Example: “Children like Tanya’s deserve a brighter future. With your gift of $500, you can help one more family leave homelessness behind. Your support fuels programs that have helped over 2,000 families find stable housing in the past five years. Join us—because together, we change lives.”
Common Mistakes to Avoid
🚫 Story-only Cases that feel anecdotal and lack evidence
🚫 Data-heavy Cases that feel clinical and forgettable
🚫 Overloading with irrelevant metrics or generic testimonials
🚫 Telling too many stories—focus on one or two strong examples
🚫 Failing to connect the dots between data, story, and donor impact
Final Thoughts: Let Data and Stories Work Together
Think of your Case for Support as a seesaw:
Too much emotion without proof? You lose credibility.
Too much data without heart? You lose connection.
But when you balance them well, you create something powerful—a Case that speaks to both the head and the heart, builds trust, and motivates action.
Remember:
✨ Stories inspire.
📊 Data convinces.
💡 Together, they move donors to give.
Looking for tools to help? I can create a Story + Data worksheet to help you map out your next Case for Support. Just let me know!