For any organization considering a major fundraising campaign, developing a strong case for support is critical to the campaign’s success.
There is rarely a shortage of good and worthy ideas which, if funded, can advance the mission of an organization, and maybe even affect transformational change. The trick is to select those ideas that are not only priorities of the institution, but that also can move the hearts and minds of prospective donors and inspire them to action.
Today’s donors are sophisticated investors (many of whom have evolved from responding primarily to general unrestricted requests out of loyalty to strategically investing in initiatives that tackle problems in their community or state, the nation, or the world). These donors demand to know the positive outcomes you expect to achieve as a result of their philanthropic support.
Successful fundraising is dependent in part on your ability to identify the intersection among organizational programs and goals, community needs, and donor interests and passions. In fact, fundraising priorities (i.e., the philanthropic agenda) lie at this intersection:
A successful philanthropic agenda must have:
- Clearly defined and articulated
- Aligned with one or more goals in the strategic plan/Institutional goals
- Fundraising is essential to successfully fulfilling the priorities
- Key leadership (internal and external) supports the priorities and can articulate them
- Natural constituency of donors
With clear and strategic priorities in hand, you’re ready to develop a strong case for support that includes:
- Well-defined projects with understandable impact.
- Projects that are aligned with a strategic plan and direction.
- Projects that intersect with donor interests.
- Compelling reasons for donor support.
- A sense of urgency and articulation of why the organization is ideally positioned to act.
The following elements will help ensure your case for support is as illuminating and inspiring as possible.
Vision
Donors want to support an organization that is making a difference in people’s lives and in communities, close to home or around the world—one that has a strategic vision coupled with strong, capable leadership willing to turn the vision into reality. An effective and compelling philanthropic agenda will outline the organization’s vision and paint a picture about how donors’ support can translate into meaningful impact.
Clarity
Once the vision is established, the case must clearly articulate to prospective donors exactly what the organization is trying to achieve—in precise, measurable terms and focused on a few key areas. Avoid trying to be all things to all people.
Opportunity
Frame the campaign goals as investment opportunities for prospective major donors. Describe the problems that philanthropic support can help solve or the challenges that can be overcome and how the organization is uniquely positioned to address them.
Urgency
Explain to donors why mounting the campaign now is urgent and timely. Articulate why the time is opportune and how the org is well-positioned to be successful. Be clear about what success will make possible.
Impact
The organization must connect with the hearts and minds of its donors. Making donors believe that their gifts can and will make a difference can elevate the issue to one of societal importance, rather than merely important to the organization. Demonstrating the impact to prospective donors, as clearly as possible, is critical to articulating a strong case.
While your case will be uniquely tailored to your organization, keeping these elements in mind when developing your case for support can help make it as successful as possible. After all, your case should set forth a bold vision for a better future that inspires donors to get caught up in that vision and take action.
Contact BWF today to discuss how we can partner with you to develop a philanthropic agenda for your organization that demonstrates the vision, clarity, opportunity, urgency, and impact required for a successful campaign.
