Question: Our small nonprofit needs to raise funds to expand our programming. I have been told that I first need a "case for support."

Answer: Selling your nonprofits to members, donors, or subscribers takes preparation.

Your first step is to create a Case for Support. What exactly is a case for support? It is the basis for all donor communications. It is a strong and compelling story that tells your audience who you are, what you do (your mission), and how you do it (your programming).

A case for support is: donor focused, clearly illustrates your organization’s mission, tells donors why you need them, and offers strong reasons why others should join you in your mission as a volunteer or donor.

Who needs a case for support? Every single nonprofit, regardless of the size. It is the first thing a nonprofit does after formation. Without it you cannot seriously raise funds to execute the mission. Neglecting your fundraising results in neglecting your mission. You attract people who want to give by sharing your story. People want to give. They want to give to missions that connect with their emotions and values. Many nonprofits skip this step and think just verbally sharing the mission will do, but without a written case, you, the organization, cannot reach an adequate number of supporters to effectively fund your nonprofit.

It is termed “support” because all of the organization’s communications, newsletters, collateral material, website, social media and donor materials should refer to the case.

In developing a case for support, there might be two versions, one for internal purposes and the second for external use. The latter is shorter and can be used directly with donors.

The first step is to define and explain your vision. Making a bold vision statement invites people to join you and share in your future. It is a prospectus for every level of donor who is considering a gift. It is not just for the major or corporate donors. It is just as needed by individual subscribers or givers, since they are making decisions on the same basis as larger donors but just giving in smaller amounts.

It is also a great tool to accompany grant proposals. It shows grant providers that you have thought through your mission, vision and programming. When condensed, the case can be used at events, walkathons and other donor programs.

Some hints for creating a case for support:

Use simple, clear and compelling language, so you can express your ideas and answer all the questions about your nonprofit. Make it about a page long. Most people won’t read more than a page. Just like a great story, you must have a grabber that attracts and keeps the reader's attention from the outset.

Focus on the financial resources you need and intend to ask people to give to support the mission.

The task is to answer the question, “Why is support needed?” When a donor has to ask why, you have failed in your task to make the case.

If you ask only for money, you won’t get it, but if you ask for support for your mission, potential donors are more likely to become supporters.

It is critical that donors see that you care about your mission, not just money. Explain the rationale for the need.

Explain why you need what you need in the way of financial support. What are the programs and initiatives you are executing or plan to launch that will achieve the mission?

If you are looking for greater levels of support, year after year, explain why. What are the additional funds to be used for? Asking to give more is not enough. You need to explain what you did with the funds generated in the past and why more is needed in the current giving period. The case is a good tool to use when you are asking donors to stretch their financial support.

A step-by-step how-to:

Gather: your mission statement, your financial data, program agenda, program dreams.

Sequester yourself with your executive director, development director or board members charged with fundraising.

Brainstorm your work until you can answer:

What is your value proposition? What need does your mission address? What problem does it solve? How does it change lives in your community? What progress have you made to date?

Why is your nonprofit worthy of increased or sustained support? How does your organization spend unrestricted and restricted funds? If you have an endowment, what are the policies related to spending? Do you have a capital campaign separate from your annual fundraising plan?

Joe Garecht, of the Fundraising Authority, sums up the topic perfectly: “Fundamentally, your Case for Support is the backbone of a nonprofit’s development initiatives.”

— Contributed by Marc L. Goldberg, certified mentor, and resourced from Joe Garecht, Fundraising Authority. For free and confidential mentoring in developing your case for support, contact SCORE Cape Cod and the Islands at capecod.score.org, scorecapecod@verizon.net or 508-775-4884. We go where you are.