Too many institutions start the draft of their “Case For Support” by focusing on the “support” part of that phrase.
These are typical questions asked first:
- Project: What do we need money for?
- Priority: Is this project/initiative/building our most important priority?
- Details: How will we specifically spend the money?
And while these are, ultimately important questions that need addressing, they are limiting questions and are not the best first questions to address.
Instead, advancement leaders should focus first on the “case” portion of their “Case For Support,” by asking these questions first:
- Mission: What individual, familial, communal, and/or global needs does our institution aim to meet?
- Relevance: Why should people outside of our institution care that we do this work?
- Vision: What is the future vision we aim to create which will allow us to serve more and/or serve better?
If you want to craft a compelling, winsome Case For Support, start by describing the purpose of your institution, why it should matter to others, and how you aim to create a future that makes life even better for those you serve.
Your specific plans for gift income are almost never as important to donors as how your plans (whatever they are) will help you better meet the needs of those you serve.
Start there.
Originally posted March 2022 on www.jasonmcneal.com
