|
How to Ask for Money: Make Your Case (1st in a series of 6)
A well-crafted Case for Support frames the approach to any prospective donor; it’s a critical component of a formal fundraising proposal to an individual, a foundation, or a corporate prospect. The Case also provides the “raw material” for a conversational pitch. It can serve as a “leave behind” after an in-person solicitation or the follow-up to a Zoom call. The Case can be made in a simple narrative on letterhead, nicely crafted text in an email, a short but compelling video, a well-designed print piece with images, or in a scripted conversation. A good Case for Support includes the following elements:
The challenge. What is the problem your nonprofit is working to address, or the need you intend to meet?
Your approach. What makes you unique? In a crowded field, how does your nonprofit stand out from others seeking to address the same challenge? Here you should focus less on what your nonprofit does and more on how you do it.
Your impact. Outputs are important —such as the number of therapeutic sessions held, people fed, exhibitions produced, or scholarships given—but outcomes are even more so: What positive change results from your approach? What difference do you make to those whose lives you touch?
True stories. Illustrate your case with real-life examples that demonstrate positive change tied directly to your nonprofit’s work.
The risks. Outline your plan to shift course if you hit a roadblock. Show how you’ll adapt your approach without sacrificing impact.
| 
