As a nonprofit organization, your case for support is a critical tool to communicate the value and impact of your work, build relationships with donors, and secure the resources needed to fulfill your mission. But it’s not enough to write it once and assume it’s always going to work.
While you should dust off and evaluate the strength and validity of your case every year, sometimes you need a bigger reset.
Your organization is shifting (or expanding) how you work
If you are making changes to who you serve or how you will carry out your work, it is important your case reflects these changes. For example: you have been a traditional food pantry for years, but are expanding into addressing the root causes of food insecurity, including advocacy, nutrition education, access to community gardens, and job readiness. Donors need to know how about these changes and be inspired to support your new way of work.
Your board can’t articulate your case
If those closest to you struggle with how to tell the story of your organization, it’s time to reset your case and how you share it with them. A few ways to ensure they can articulate your work:
- Include a mission moment (success story) at the beginning of every meeting.
- Involve them in the crafting and testing of your case for support.
- Make it memorable with talking points and visuals.
- Invite them to see your work in action.
You have new information to share
As new data on community need becomes available or you gather the latest impact of your work, make sure your case reflects the latest and greatest information. Call out where you’ve grown your impact and plans to continue this growth.
Donations are stagnating or declining
There could be a number of reasons for this troubling trend, but one reason could be your case just isn’t resonating with your donors anymore. Make sure it feels relevant to current community needs and is reflective of the urgent work you are doing. They also need to know how their donation will make a difference. As you reset your case, consider sharing with a few long-time and trusted donors to seek their advice and discover if it resonates.
Donor trends are shifting
If there are noticeable shifts in donor trends or behaviors, pay attention and ensure your case responds. Perhaps there was a time when donors were satisfied with giving to your general cause, but you are seeing a trend where they want to see specific, measurable outcomes and know exactly what their contributions will support. Make sure your case openly and transparently shares the impact their gift will make and gives tangible examples.
A fresh set of eyes to your case each year can help ensure it is clear, compelling, relevant, and urgent - all the elements that will make donors take notice and want to support your mission.
Every nonprofit leader will face a time when even the best plans don't work out. When that happens, working harder isn't necessarily the answer. It might be time for a reset. This summer, we'll be sharing stories and ideas to regroup, reimagine, reinvigorate... and reset!
