No self respecting attorney would walk into a courtroom without being well armed with a solid case representing the client's point of view.  Yet, all too often ministry leaders find themselves in front of donors without a thing to say about why their cause is worthy of support.  

Sure, we know lots of general reasons why people should give, but have we taken the time to develop and internalize the kind of sound, cogent, well-reasoned case for support it will take to win over major donors?  

First, let's define terminology a little. The American Fundraising Professionals' (AFP) Fundraising Dictionary defines "case" like this:  

"Case, n. the reasons why an organization both needs and merits philanthropic support, usually by outlining the organization's programs, current needs, and plans."

You must take the time to hone a case message that not only tells people who you are, why you exist, but also the compelling reasons why your work is essential and worthy of their support.  Start by creating a case file, a collection of facts, statistics, quotes, history, letters, emails and examples that you think will prove or illustrate your case.  You will want to include such essentials as your mission statement and other elements of your strategic plan.  

Review your file and spend some time to work on the real essence of your case for support..a strategically worded, 30-second explanation of what you do and why donors should support it.  I call this your elevator speech.  Every non-profit should have one....A short, quick explanation of who you are, what you do, and why it matters.  Get this right and you will find it makes everything else in the fundraising process so much easier!

You will also want to create a basic case document, which becomes sort of the master document you draw upon to create proposals and letters, as well as grant applications and marketing projects like brochures, web site copy, videos and more.  

If you are raising money for a specific project or embarking on a campaign, you definitely want to complete a general case for support document FIRST, before working on a specific project-based or campaign case document.  As you begin to hone your case, keep in mind these five keys to making it a winning case:

• Even when you are talking about the work you do, the people you reach, the problems you solve, put them into the language of the donor to make it about THEM as much as possible.  For example, "We're helping share the love of Jesus Christ"  Can become "We're helping share the love of Jesus Christ with your friends and neighbors in your community."  Look for ways to inject "you" language, especially at the beginning of a case document. Make statistics relevant to the reader, and use language they can relate to.
• Be specific about what the money is for.  Break down your project, listing details like equipment, training, supplies, construction costs, etc.  Show your operating budget using a pie chart or a simple listing of how money is spent.  Breakdown "overhead" by putting staff salaries and other costs into separate program budgets.
• Be very specific about what the money will DO.  It's not enough to just state your need, you also have to demonstrate what will be accomplished with the funds you are trying to raise.  What needs will you be able to meet? How many more people will you be able to reach or serve?  And most importantly....How will this BENEFIT the donor?  A better community? A stronger ministry (if they benefit from what you do, as in the case of Christian radio), the satisfaction of knowing that more is being done about a cause they care about?
• Answer "why" as in "why does this need to happen?" "why should I care?" "why now?"  Donors are thinking it, though many may be too polite to ask "why," especially in a face-to-face meeting. This can be challenging....Why do you want to reach more people for Christ? To fulfill the Great Commandment? Why? How does doing so make a difference? How has it made a difference?  
• How can this happen? Be very specific and reasonable.  Show a chart that explains how many people giving at various levels (often referred to as a Gift Range Chart) it will take to reach your goal.  Help your donor see that your goal can be reached, where their gift might fit in and how it can make a real difference.