# Case for Support Fundraising: 5 Do's and Don'ts to Win Donors

Too many social impact leaders walk into donor meetings with a bold, world-changing vision—but an unclear case for why anyone should support it. They see the future they’re building with perfect clarity, but they fail to get others to see it, too.

It’s like holding up a piece of paper with a circle on it and saying, “for kids.” The idea might be brilliant, but the pitch falls flat.

Your case for support isn’t just a fundraising tool; it’s a strategic asset that can align your team, mobilize your community, and inspire serious investment in your mission. But only if you get it right. It’s the narrative foundation that transforms your organization from unremarkable to unforgettable.

Based on our work with hundreds of social impact organizations, we’ve distilled the process down to five core ingredients. Here are the essential do’s and don’ts for crafting a case for support that connects with hearts and minds—and opens doors.

1. The Why: Establish the Stakes

DO: Anchor Your Case in an Urgent 'Why'

Your case must begin with what we call the “establishing shot” of your story. This isn’t just about the problem you solve; it’s a powerful combination of your purpose, the problem’s context, and its urgency. You have to answer the unspoken questions in a donor’s mind: Why this? Why now? Among all the world’s pressing issues, why should this one command my attention?

Ground your narrative in the circumstances. Set the scene and make the stakes feel real and immediate. This is the emotional and logical foundation upon which your entire case rests.

DON'T: Assume Your Audience Shares Your Context

You live and breathe your mission every day. It’s easy to forget that others don’t. Don’t fall into the trap of using dense, academic language or industry buzzwords, assuming people will automatically grasp the importance of your work.

Your supporters need to understand what would happen if your vision did not come to life. They need to feel the urgency you feel. Avoid the “circle on a paper” pitch and instead translate your complex work into a simple, compelling story that makes the relevance of your cause undeniable.

2. The Vision: Paint a Picture of Success

DO: Describe the Future State You're Creating

If the “why” sets the stage, the vision is the electrifying main event. This is a make-or-break ingredient. Your vision is the positive, inspiring, and tangible answer to the problem you’ve just outlined. Don’t just tell them what you’ll do; show them what the world will look like when you succeed.

What change do you envision? What does that success look like for the people and communities you serve? A compelling vision gives supporters something to believe in and fight for. It shifts the focus from solving a problem to building a better future, making them a co-creator in your story.

DON'T: Mistake Your Mission for Your Vision

This is a critical distinction. A mission is what you do; a vision is where you’re going. “Fighting for educational equity” is a mission. “A world where every child, regardless of their zip code, has the opportunity to reach their full potential” is a vision.

Your mission statement describes your work, but your vision statement fuels a movement. While your mission is crucial for internal alignment, your vision is what captures external imagination and inspiration. Ensure your case for support clearly articulates that compelling future state.

3. The Strategy: Explain Your 'How'

DO: Share Your Unique, High-Level Approach

Once a donor is sold on the why and the what, their logical brain will ask: “Okay, but how are you actually going to do that?” You need to answer this question with confidence, but not with a 50-page operational plan.

Share your high-level theory of change. What is unique about your approach? Do you have a “special sauce” that makes your work particularly effective? This isn’t about tactics; it’s about demonstrating a credible, strategic path forward. Part of this story is having an integrated digital ecosystem—the right CRM, email platforms, and website—that allows you to build and maintain relationships at scale, turning your strategy into action.

DON'T: Get Lost in the Tactical Weeds

Resist the urge to drown your audience in a sea of programmatic details, acronyms, and schematics. As an expert, you’re naturally inclined to think about the literal steps, but that’s not what builds confidence in a donor meeting.

Getting too detailed can make your plan seem more complicated than credible. Instead of inspiring confidence, it can create confusion or, worse, boredom. Keep your strategic explanation focused on the big picture, assuring them that a thoughtful and effective plan is in place without needing to prove it with a flowchart.

4. The Credibility: Prove You're the One to Do It

DO: Brag with Confidence and Proof

In the social impact sector, we’re often conditioned to be overly humble. It’s time to unlearn that. As our co-founder Jonathan Hicken says, you need to brag. If you are uniquely good at something, sing it from the rooftops.

This is where you answer the donor’s bluntest question: “Why should I believe you?” Build your credibility with concrete evidence. Share past wins, highlight key partnerships, and present powerful impact metrics. Use social proof like testimonials to let others brag for you. This is also where a well-managed CRM becomes invaluable, allowing you to pull specific, data-backed stories of transformation that prove your effectiveness.

DON'T: Let Humility Undermine Your Case

Your accomplishments aren’t just points of pride; they are evidence that you are a sound investment. Failing to share them confidently creates a vacuum that donors might fill with doubt. They need to believe you are capable and credible before they put their own reputation and resources on the line.

If you’re worried about bragging, frame it as information sharing. You’re simply presenting the facts that demonstrate your track record of success. Remember, you’re building a case, and every strong case needs compelling evidence.

5. The Ask: Clarify the Donor's Role

DO: Make a Clear, Donor-Centric Ask

After building a powerful narrative, the biggest mistake is fumbling the close. Your ask must be clear, compelling, and centered on the donor. Use “you” language more than “we” language. It’s not about what “we need”; it’s about the transformational difference “you can make.”

Understand what your donor cares about and tailor the ask to their priorities, authentically connecting the dots between their values and your impact. Explain that their support funds not just frontline programs but the essential infrastructure—the technology, systems, and talented people—that makes sustainable impact possible. Give them multiple ways to get involved, making them the hero of the story.

DON'T: Be Vague or Leave Them Guessing

Never end your case for support with a weak, open-ended question like, “So, what do you think?” It puts all the pressure on the donor and signals a lack of confidence. Be direct.

Provide clear and flexible pathways for them to support your work. A major multi-year gift is fantastic, but it's not the only option. Can they make an introduction? Can they offer their expertise? By presenting a spectrum of ways to engage, you make it easy for them to say “yes” in a way that feels right for them.

Your Case for Support is More Than a Fundraising Tool

A powerful case for support shouldn’t be tucked away in a folder, only to be brought out for donor meetings. It is a foundational strategic asset for your entire organization.

• It’s a management tool: It ensures everyone on your team is rowing in the same direction, aligned around the same core narrative and goals.
• It’s a communications playbook: Hand this five-part framework to your marketing team and say, “Here is our content strategy for the year.” Each ingredient is storytelling gold, fueling your website, social media, and email campaigns.

When you invest the time to build a strong case for support, you create clarity that ripples through everything you do. It’s the foundational work that allows your organization to build a magnetic brand, create an integrated digital presence, and mobilize your community for lasting change.

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Ready to build a case for support that inspires action and unlocks new levels of funding? Cosmic is a creative agency for social impact. We help organizations like yours nail their impact story and build the brand, digital, and activation strategies to achieve their mission.

Book a free strategy call with Cosmic to discuss how we can help you build your most compelling case yet.

Want to learn more about our holistic approach? Discover Cosmic's Social Impact Growth Model, where we provide your organization with an entire team of strategists, designers, developers, and marketers dedicated to your growth.