By Andrea Maglasang, Director of Development

For nonprofit organizations, a strong case for support behind any fundraising campaign must be clearly demonstrated at all times. It ultimately convinces donors, and all constituents, that this campaign is the right thing to do, at the right time, for the right reason - and is an important first step in securing a successful gift.

THE RIGHT THING TO DO
A strong case for support should demonstrate the validity of both the organization and the campaign. It demonstrates to donors that this project will move the organization forward in a progressive and positive way, supported by a presentation of core values, existing services, supporters and a virtually irrefutable need.

AT THE RIGHT TIME
By nature, a campaign is time-limited, and the case for support must explain why now is the right time for this particular campaign. Therefore, the case should clearly demonstrate a need for support through early planning studies. Factors unearthed in early planning may include strong potential for growth, internal ability to manage large-scale change, changing needs of the population served, or a dearth of resources which limits the organization's ability to meet the demand for services.

FOR THE RIGHT REASONS
There are two types of right reasons: the institutional reasons for the organization to embark on the campaign, and the personal reasons for the donor to support the campaign.

The case statement at its core should lead the donor to understand the logical reasons for the organization's need. But as with all elements of fundraising, it should first align these needs with donors' desire and ability to give. The case must begin to answer the donor's question of WIIFM: "What's in it for me?"