I’ve worked on both types of cases. They’re very different, as you can see. The elaborate
case for giving that a mature non-profit might develop for a capital campaign or some other
major fundraising programme will need to include a number of items in detail:
- A statement of purpose that incorporates the vision, mission and values of
the organisation.
- Either a capsule history of the organisation or a statement about the background of
and need for the project or campaign.
- The budget for the campaign, the project, or the organisation as a whole.
- A description of the sources of funds you anticipate, providing a context for the
Ask and assuring donors that you don’t expect them to be the sole source of money
for the project.
- A timeline for completion of the work involved.
- A specific Ask (or a range of Asks).
- Information about donor benefits and recognition.
- Illustrations, including charts, graphs, architectural drawings and photographs,
as necessary.
Each of these items might require a page or more. It’s not unusual for the case for giving for
a major campaign to run to 20 pages or more. Major individual and institutional donors are
used to receiving pitches in this form. Apparently, the stiff competition requires it. But don’t
get the idea that writing the other, shorter case for giving is any easier. In fact, doing a
top-notch job on any case for giving requires exploring donor motivation in some depth. |
