Why Should I Give You Money? Making the Case

Financial stewardship in congregations and other closely involved organizations is quite different from nonprofit fundraising. We are not trying to reach people “out there” to contribute to helping a disadvantaged population or environment “over there.” We are working together to support an organization that belongs to us, and where we benefit from the mission. It is a wholly different map.

Source: Flickr user, Elizabeth Lloyd
Source: Flickr user, Elizabeth Lloyd

And yet there are elements of secular fundraising that we can borrow from and adapt to the congregational map. One if these is the Case for Support.

A case for support is a secular fundraising term that answers the question, “Why should I give money to your organization rather than to another nonprofit, or spend the money in another way?” It is a statement that serves as the basis for communications whenever we are asking people to contribute their resources to support, change, or preserve something.

A good case for support:

  1. Is donor-oriented and donor-facing (your members and other contributors are donors)

That means it uses language and concepts that any congregant would understand, even if they have not kept up with recent leadership discussions, newsletter articles, or congregational meetings. It is not so much concerned with institutional needs alone (for instance, “the HVAC might break!”), but with the organizational needs that affect the congregants and the mission. You should also consider the challenges the donor faces when making decisions about their financial resources and charitable giving choices.

  1. Clearly illustrates your mission and vision for the future

A key term here is illustrates! Rather than telling people, try to show people through storytelling, painting a word picture, or creating visual images of what you are hoping to achieve. If you don’t have a recent mission statement, or articulated (and congregationally agreed-upon) vision – you are getting ahead of yourselves already. Time to slow down and be sure those are in place before you start asking.

  1. Tells donors why you need the funding

Don’t assume that everyone knows what the needs are. State them clearly and in a compelling way. Naturally these should point toward your mission and vision.

  1. Tells what outcomes you are seeking from their investment

How will things be better as a result of this project? How will the world be changed? What can be achieved if you all are successful?

  1. Offers strong reasons why they should give to your congregation

The needs of the world are endless and people also want to take care of their families. Is your congregation “worthy” of their resources? Tell them why. How is your congregation different than other nonprofits and why might they make the choice to prioritize your organization?

Unless someone like you cares a whole awful lot, nothing is going to get better, it’s not. – Dr. Seuss, The Lorax

This is useful information but what you need are some good examples! So here is your assignment:

  • Visit 3-4 congregational websites. Find their Giving or Stewardship information (it may be buried!).
  • Look at their statements, brochures, or requests
  • What is their case for support?
  • How does it achieve the 5 elements listed above?
  • Is it compelling or inspiring to you?
  • Make notes on what works well and what doesn’t
  • Now go to your own materials. How can you improve them?

Mark EwertMark Ewert is a stewardship consultant with the Stewardship For Us team. Mark can be reached at mewert@stewardshipforus.com, via the UUA’s Congregational Stewardship Network, (http://www.uua.org/finance/fundraising/index.shtml), or through your regional staff.