Preparing the ‘Case for Support’ for a Capital Appeal

There are huge numbers of capital appeals underway as charities seek funding for new facilities and prepare to play a larger role in service delivery.  In an increasingly competitive market, many will fail to reach their targets.

The phrase ‘Case for Support’ is well chosen. In a court case, the protagonists set out to prove that a person did or did not commit a crime. In a fundraising Case for Support, the task is to prove that there is a specific and immediate need for the project, that the plan is proportionate and cost effective, that the organisation will be effective in maximising the benefit from the facility, and that it is well qualified both to develop and manage the project.

The Case for Support may take the form of three quite distinct documents.

1. Literally just one side of A4 which captures the headlines of the Case, and makes the essential points, very simply. This will have the strength that it can be read quickly by a busy person, but the weakness that it cannot go into lots of detail.

2. The main Case for Support which might be shared with potential supporters, running to perhaps 6 - 12 pages. This provides space to develop some of the arguments for the project, and put in some of the practical details. Ideally it will be illustrated with photos, plans and the like, and include third party endorsements from current or potential users or beneficiaries and funders.

3. A ‘source document’ which might only be seen by the internal team, but perhaps exceptionally by a really interested or inquisitive donor. This is not because it is confidential, but because it contains far too much detail for most people to want to bother with. This ‘document’ could be a ring binder full of material! It will include things like architects’ drawings, Quantity Surveyors’ estimates, business plans for the project, competitor analyses and letters of support from third parties.

The Case for Support will include a short introduction to the charity, followed by a description of the project, what it involves, and what it will cost. It will have an assessment of the outcomes and benefits of the project – who will benefit and in what way? It will set out the cost-effectiveness of the project – why it represents good value for money, the organisation’s track record in delivering other projects, and the credentials of the key people involved in the project.

It is almost essential to involve a consultant or other outsider in helping to pull together the case for support. This person can ask the dumb questions, challenge assumptions, and ‘hold up a mirror’ to the organisation so it can see itself as others see it. For example, in a recent ACEVO workshop on fundraising I asked participants to pair up, and find key elements of a strong case for support in each others’ organisations.

Several participants were highly sceptical of being able to explain their organisation in 5 minutes, never mind convincing someone else that it had any strong selling points at all. They were astonished at how quickly their ‘pair’ could find compelling and motivating elements in a cause to which they themselves had simply grown too close.

If a capital appeal does not have a strong Case for Support it will certainly fail. It is well worth investing time and money in getting this right.