A case for support is a short, summary document that tells (and sells) the story of your fundraising and demonstrates why it’s worthy of support. It’s a tool that helps fundraisers to engage potential donors in conversations that might just change the world. So it’s a real shame when a vital project fails simply because it hasn’t been articulated well enough.

Here are ten reasons why your case for support might be struggling to do its job.

1. It’s too long

A case for support’s purpose is to tell the story, pique interest and start conversations. Potential donors are busy people, and might only have time to scan it. A hefty 20-page tome that reads like an internal briefing will leave them cold, and likely go unread. Clarity and brevity are your friends, so cut the waffle and focus on packing a punch. Keep it to two or three pages max, with accompanying fact sheets if completely necessary. Be ready with the detail for when you’re inevitably asked about it, but keep it out of the case. 

2. It’s too focused on you

Yes, the potential donor needs to understand who you are and what you do. No, they do not need a detailed history and a list of irrelevant accolades. You can bet your life they’ll Google you if they want to know more. Use the small space you have to demonstrate why you’re relevant, credible and are the right people to drive this through. The rest of the case should focus on the project and the donor’s place in it.

3. There are too many cooks

When a case for support is developed internally, a lot of people have a view on it, often with slightly opposing agendas. Jargon creeps in, the narrative feels disjointed and there’s clear evidence of different writing styles within it. Academics, subject matter experts, technicians and C-suiters all need to feed into the process, but a copywriter needs to take charge. An essential part of my process is building internal consensus, and if this stage is skipped, the revisions/approval stage is a complete nightmare (trust me, I know).

4. There’s no structure

Assume the document will be scanned as opposed to studied meticulously. Kick off with a 2-3 sentence summary statement – an elevator pitch if you like. If they read nothing else, they should be able to understand the essence of the project/campaign from this intro. Short sentences and paragraphs will aid reading/scanning, and your headings and subheadings can and should do a lot of the heavy lifting. Make use of sidebars, bulleted statistics and keep the main body of the document reserved for the narrative. 

5. It’s only words

Yes, a case is a written summary, so words are important. But so too are numbers. Statistics and facts give the document gravitas, set the scene and focus the mind. Targets (even if only as guides) help the donor understand the size of the potential ask. 

6. It’s too emotive, or not emotive enough

People will tell you that a case should be emotive, and while that’s true to an extent, it must still be grounded in facts and reality, otherwise its hyperbole. I’ve seen cases that are dry, factual and formal, and in no way persuasive, inspirational or urgent. I’ve also seen cases that are beautiful examples of creative writing, but are, in essence, empty words. There is a delicate balance of style and substance to be struck, and the solution lies in evidence. If you make a claim, back it up.

7. It’s not future-focused

A case sets out a problem, maybe riffs a bit on what happens if that problem isn’t solved, then sells in the solution. Too many cases spend so long outlining the problem that the solution becomes an afterthought. In the case of a case (soz), the solution is always IMPACT. What does the world look like when this project is backed? Who benefits? What changes? Why does it need to? If you’re struggling to demonstrate impact, go back to the drawing board by putting yourself in a donor’s shoes and asking: “Why should I give my money to this?”.

8. You’ve sent it to print

The case is a working and evolving document, and should be kept in draft throughout its many iterations. When you take it to donors to test perceptions and see if it sparks interest, an important part of the conversation is “what in the case appeals to you, and what needs to change?”. When potential donors have early strategic input, they are far more likely to join you on the journey. Presenting it to them as a glossy and designed fait accomplis means you might have passed up a golden opportunity to get them on board. 

9. You’ve written it for the boss

Often, the case gets signed off internally by someone senior, so it gets written for them. They’re not the person who is going to give you the money, and they’re likely not an expert in storytelling or fundraising either. A good case for support copywriter’s process involves the person with sign-off from the start, so that they understand what good looks like and what needs to be achieved.

10. You’ve not sought an external perspective

Being in the middle of something means you have limited objectivity and a skewed perspective. A case is for external eyes, and someone outside your business or institution will find it far easier to pull out the most compelling elements. Working with someone who knows how to draw out the real story and can support and challenge you to make it better leads to a more impactful case.

Beyond all this, the most common reason a case for support doesn’t work is that it’s lost sight of its purpose. What job do you need it to do? If you start with the end goal in mind and work back from there, you’ll get back on track.

I’m a UK-based freelance case for support writer with years of experience crafting compelling narratives for universities, schools, colleges, charities and cultural organisations. If you’re looking for help telling and selling your fundraising story, get in touch.