The Case for Support

A short, persuasive document
Fundraising professionals are thinking creatively about cases for support. They realize there’s a place for a brief document to introduce your organization, campaign, or program to your donors. It’s a positive trend.

The goal
Short cases for support are used to get attention. If the reader wants to know more about your program, they’ll ask. This is the idea behind Letters of Intent (LOI), a typical first step in a proposal process with which you are no doubt familiar.

But there’s a big difference. Most LOIs come with fixed guidelines that may interfere with telling your story the way you want to tell it. A short case for support gives you latitude while still anticipating what the donor wants to know about your program, why it’s needed, how you’ll know it’s working, and how you’ll sustain it.

The rationale 
Here are three reasons to consider a brief case for support:

• Donors are busy. The sight of a long proposal may turn them off before they even finish reading the first paragraph. They will appreciate brevity.
• You don’t need a lot of words to make your case. Fewer words makes a compelling proposal even more so.
• The process of writing a tightly crafted document helps you consider how to most effectively promote your program. 

The length
Ideally, a short case for support is about three pages, and 1.5 line spacing is best because it’s easy on the eye. it will likely be more enticing to the reader than a dense, single-spaced document. Don’t give your donor a reason to put your proposal aside.

A word about data
Limit the use of documentation. One case for support I drafted had just a few data points in a seven-line paragraph. Take the time you need to decide which data are most powerful. When data are selected strategically, the message will be clear.

Words that hum
In a brief document every word matters. Choose simple words that crisply convey your intent and its urgency. Think about rhythm. A document that has a lyrical quality is enjoyable to read and more likely to sustain the reader’s attention.

Involve your donors
Ask a few donors to read the final draft of your case for support. As peers of your target audience, they’ll have opinions. Most often they’ll be good ones.

The short case for support is also a wonderful way to engage volunteer donors who will be approaching prospective donors, and helps assure a consistent message is delivered to your donor group.