How to Write a Nonprofit Case for Support That Inspires Giving

If you’ve ever struggled with writing a compelling fundraising appeal, your case for support is the foundation you need. Whether you're applying for a grant, launching a capital campaign, or sending a donor email, having a clear, consistent, and persuasive case for support can make all the difference.

This guide will walk you through how to develop a strong case for support and turn it into a persuasive case statement that motivates donors to take action.

Case for Support vs. Case Statement—What’s the Difference?

The terms case for support and case statement are often used interchangeably, but they serve different purposes.

What Is a Case for Support?

A case for support is an internal, living document used by your nonprofit’s staff, board, and volunteers. Think of it as a warehouse of key messages that provides a reference point for all fundraising communications. It should contain:

Your mission, vision, and values
Your organization’s history and impact
Key statistics, testimonials, and success stories
Details about funding needs and sustainability plans
Information on donor benefits, gift levels, and recognition policies

A well-crafted case for support keeps your messaging consistent across campaigns and saves time when drafting donor appeals.

What Is a Case Statement?

A case statement is an external-facing fundraising document tailored for a specific campaign, grant proposal, or donor request. It takes the core messaging from your case for support and presents it in a compelling narrative format that persuades donors to give.

Examples of Case Statements:

Grant applications
Capital campaign proposals
Direct mail appeals
Major donor presentations
Fundraising event pitches

By maintaining a well-organized case for support, you can quickly craft case statements for different fundraising initiatives.

How to Write a Powerful Case for Support

When I start working with a new nonprofit, I gather every document I can—annual reports, past grant applications, donor appeals, impact stories, and financial statements.

Step 1: Outline the Key Components

A strong case for support should answer the following questions:

✔ What need does our organization address?

✔ Who do we serve?

✔ What makes us different?

✔ What funding do we need?

✔ What impact do we make?

✔ How do we ensure sustainability?

✔ What action do we want the donor to take?

Step 2: Collect Supporting Data & Stories

✔ Compile powerful stories that showcase the impact of your work.

✔ Gather statistics, quotes, and testimonials from beneficiaries.

✔ Include high-quality visuals—photos, videos, and infographics.

Step 3: Keep It Updated

Your case for support is a living document. Each time you draft a new case statement, update your warehouse with new stories, insights, and donor messaging.

How to Write a Persuasive Case Statement

A case statement takes the key elements from your case for support and turns them into a compelling donor appeal.

Step 1: Know Your Audience

Before writing, research your target audience. Create donor personas to understand their:

✔ Motivations

✔ Pain points

✔ Giving history

For example, a corporate donor may care about community impact metrics, while an individual donor may connect more with personal success stories.

Step 2: Craft a Compelling Introduction

Your opening should grab attention and set the stage for your request. Options include:

✔ A powerful statistic (e.g., “1 in 4 children in our community go to bed hungry.”)

✔ A thought-provoking question (e.g., “What if your donation could change a life today?”)

✔ A brief but emotional success story

If you’re presenting in person or creating a video case statement, use the intro to make an immediate impact.

Step 3: Share Your Organization’s Story

Provide a brief history of your nonprofit, including:

✔ Your mission and vision✔ Major milestones & achievements

✔ Links to media coverage or case studies

Tip: Include links to reports or news articles that reinforce your credibility.

Step 4: Define the Need & Impact

This section should clearly state:

✔ What problem your nonprofit solves

✔ Who benefits from your work

✔ Why this issue is urgent

✔ How donations will create impact

Tip: Make it tangible. Instead of saying, “Your gift will help fight homelessness,” say, “A $50 donation provides a warm meal and shelter for a family in crisis.”

Step 5: Demonstrate Sustainability

Today’s donors want to know that their investment is sustainable. Address:

✔ How your organization ensures long-term impact

✔ Future funding plans

✔ How the donor’s gift fits into your larger vision

Step 6: Outline the Financials & Leadership

✔ Campaign goals & budget breakdown

✔ How donor contributions will be used

✔ Leadership team & board credibility

Tip: If you offer donor recognition, be sure to follow tax receipt guidelines (especially in Canada, where CRA has strict rules).

Step 7: Make a Clear Ask

A case statement is incomplete without a strong call to action.

✔ Be specific: "We need to raise $100,000 to build a new youth center.”

✔ Be direct: "Your gift of $250 will sponsor one student for a full year."

✔ Be urgent: "Act now—this campaign ends in 30 days!"

Common Pitfalls to Avoid

🚫 Overcomplicated language – Keep it simple and donor-friendly.

🚫 Pleading or guilt-based messaging – Inspire donors, don’t pressure them.

🚫 Grand, vague claims – Always back up statements with facts.

🚫 Lack of clear action – Don’t assume the donor knows what to do next.

Final Thoughts on Writing a Case for Support

A well-crafted case for support is a game-changer for nonprofits. It ensures:

✔ Consistent messaging across all donor appeals.

✔ Faster fundraising campaign preparation.

✔ More compelling donor communications.

If you haven’t already, start building your case for support today—it will save time, improve fundraising results, and help donors understand why their gift matters.