In a previous blog, Jane gave you an overview of why a charity needs a case for support and how that is used to construct your case statement – typically referring to a shorter, external-facing distillation of the case for support.
As Jane and I regularly develop case statements with the charities we work with, we thought it would be helpful to do a deeper dive here on the mechanics of what to include in your case statement. There are different views on how much to include and in what order, but as long as you have what’s listed below, you will be in good shape.
Constructing the case statement
Here is a straightforward narrative thread when writing your case statement:
How to use the case statement with donors
Philanthropy is a contact sport. The more you can get to know a donor and build a strong personal relationship with them, the greater your chance of securing a major gift. When you’ve finalised your case statement and tested it with key stakeholders, never simply send it out and hope for the best.
The case statement is a document you can send in advance or leave after a visit, but it should always be used in conjunction with a personal interaction. Experienced fundraisers rarely talk it through page by page; they use it as a reference point and a leave-behind, while the conversation itself is led by listening to the donor’s interests and responding accordingly.
The personal meeting brings the document alive and gives the prospective donor the chance to ask questions. It also adds credibility, particularly if it includes a well-briefed frontline member of staff who can speak with authority about the work.
It’s also worth remembering that donors give for different reasons – legacy, personal connection to the cause, or the desire for recognition. You don’t need to rewrite the case statement for each donor – that detail comes later in a tailored proposal – but you should think about which sections to emphasise in conversation. A donor motivated by personal experience of an issue will respond differently to the case study than a trustee seeking governance confidence who wants to linger on the budget and organisational overview.
Finally, whilst the principles of a strong case statement remain constant, the format in which you present it continues to evolve. PDFs (4-6 pages ideally) remain the workhorse, but microsites, short decks with films, and interactive digital presentations are increasingly common, particularly for capital campaigns or when engaging younger donors. Whichever format you use, the underlying logic is the same – a clear problem, a compelling solution, credible impact, and an explicit ask.
Common pitfalls
A few things that reliably undermine an otherwise strong case statement. These include:
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- Too much organisational introspection – talking about yourself rather than the problem
- Jargon-heavy or academic language
- No emotive imagery
- Weak or absent impact evidence
- A buried or missing ask
Finally, always keep in mind that, at the end of the day, the case statement needs to inspire and motivate your prospect to take action and make a donation. So, read your draft and ask yourself honestly – would this move me to give?
If you’d like our help with writing your case statement, please get in touch with us:
