Every campaign consultant will tell you that you need a case for support. And they’re not wrong—you do need to articulate why your organization deserves philanthropic investment. But somewhere along the way, the “case” became a product: a glossy, professionally designed document that costs thousands of dollars and takes months to produce.
What the Case Actually Does
Let’s be clear about what a case for support is supposed to accomplish:
- Clarify your organization’s vision and needs
- Articulate the impact of philanthropic investment
- Provide talking points for staff and board
- Give donors something tangible to review
Notice that none of these require a $15,000 design budget or a 40-page document.
When Fancy Helps
There are circumstances where a polished case document makes sense:
- Major capital campaigns where you’re asking for six- and seven-figure gifts
- Organizations seeking to signal institutional credibility to new prospects
- Situations where the document itself will be passed to family members or advisors
When Simple Is Better
But for many organizations, a simpler approach works just as well—or better:
- A clear, well-written two-page summary
- A compelling presentation deck
- A one-page leave-behind with key talking points
The best case for support is the one that gets used. A beautiful document gathering dust helps no one.
Focus on the Conversation
Remember: the case document is a tool for conversation, not a replacement for it. The most effective major gift fundraising happens through genuine dialogue, not document delivery. Invest in training your team to have those conversations well, and the format of your case becomes secondary.
