#5 Capital Campaign Readiness: Three Questions Your Early Case for Support Must Answer

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When you are planning a capital campaign, one of your first projects will be to develop an Early Case for Support describing your campaign plans.

Warning! At the beginning stage of campaign planning, many nonprofits (and particularly their board members) immediately think about creating an impressive, polished, comprehensive Case for Support document. 

But not yet! You are not ready. You and your team do not need that yet. The final case document is developed much further down the road. 

The Early Case for Support. 

In early-stage campaign planning, you’ll develop much briefer document – perhaps only one or two pages – that will serve as a succinct Early Case for Support. 

In this early-stage document, which we often call a Vision Statement or White Paper, you’ll outline your campaign’s vision and plan. Your goal here is to briefly explain the need, and your response to the need. 

The purpose is to start gaining initial donor feedback and hopefully their buy-in.

What Is the Early Case for Support?

The Early Case for Support is a succinct and focused document. It outlines your campaign’s preliminary plans, including the proposed projects you are planning and the overarching financial goals that you are shooting for. 

It serves as a precursor for your formal, comprehensive case document and sets the stage for your upcoming capital campaign. 

Be careful: this document is not about fluff – the bells and whistles. Instead, it’s about laying a clear, compelling foundation that answers the most important questions donors will have right at the beginning of your campaign planning.

And most importantly, can you be brief? With many of our campaign clients, we see far too much attention given to the organization’s history, its awards and milestones, and how great the nonprofit institution is.

But this document is not a place to brag. It is not all about your organization. Instead, it’s about the needs of your community. And your vision to make the world better for those you serve. 

Let’s dive into the key questions that donors will want to know before they can get excited about your campaign.

1. Is the Need Crystal Clear – and Urgent?

First things first: what’s the need you’re addressing? Can you articulate that problem in a way that’s both crystal clear and undeniably compelling? 

This is where data sings its song. You can simply share data that shows the need that is not being met. Numbers can tell a strong story, if you present them carefully.

And where is the urgency? A major capital campaign is not just something small. A powerful explanation needs to be provided outlining why this needs to be addressed right now. 

Why now? What makes this campaign timely and necessary? You’ll want to show donors why now is the time to act. Is there a looming deadline? A growing crisis?

Remember, you’re giving donors a chance to feel like they’re part of the solution. So, paint a vivid picture of the challenges at hand, the people it affects, and the consequences if nothing changes.

Don’t forget to highlight the cost of inaction, too. That can be a powerful motivator for donors to engage. 

2. Financial Preparedness: Have You Done Your Homework?

Here’s where you can highlight the major components of the campaign. Are you building a new facility, expanding programs, or launching innovative initiatives?

And it’s time to talk numbers. Donors will ask, very early on, why so much money? They want to know that you have done your research carefully. 

You can use this opportunity to build credibility and trust with your potential lead donors. So, make sure that your capital projections and budgets are rock-solid.

Your financial plans do not need to be in great detail, but donors will want to know the approximate square footage and usage if you are planning capital improvements. 

Sophisticated donors will carefully review proposed costs and financial projections. They may ask the tough questions: Why? How? Why Now, in addition to How Much?

These financial plans aren’t just about tracking dollars and cents. They’re a roadmap for your campaign, showing donors exactly how their contributions will be used to achieve those specific goals. 

So, take the time to develop detailed projections and budgets that show you have done your due diligence and thought everything through. 

And remember, transparency is so important! You gain credibility by being transparent about the money. 

Be honest about what’s going on and what’s needed – as you present it in numerical form. This is the way to create a trusting relationship with your donors. 

They want to know their money is being used wisely, so make sure your financial plans are clear, accessible, and backed up by sound data. 

3. Crafting a Message That Opens Donors’ Hearts

Clearly, is not enough to truly win hearts and minds. You need stories, too. 

Your early case for support needs to resonate on an emotional level, too. This is where a great story comes in. 

But remember, however, one story is stronger than three. One story has much more power and impact. Too many stories will dilute their impact. 

In your story, you can use real-life examples and testimonials. When you put a face on the need, you are opening heartstrings and touching your donors where it counts. 

Good stories have a three-step arc: first, there is a problem, which is sketched out vividly as you set the scene for your protagonist. Then the story develops by adding drama. Finally, your organization and your donors are the heroes, saving the day. 

And a good story can still be short! There is no need to draw out this story with fluffy details. You can nail the three parts to a powerful story with just a paragraph.  Give it a try.

What Do Donors Want to See Early in the Process?

Remember, at this stage, donors aren’t looking for a glossy, fully designed Case for Support. 

They want something that is clear, gives them confidence and triggers their interest in investing for impact. 

Moving from Early Case to Full Case for Support

Once your Early Case for Support is in place and has been shared with key stakeholders, you can begin the process of developing your full Case for Support. 

The feedback and early commitments you gather from this initial White Paper will inform the final, full document, ensuring that it resonates deeply with your broader donor base.

In summary, the Early Case for Support is a critical step in capital campaign planning. 

It’s your opportunity to test the waters, gather early support, and refine your vision. 

By focusing on what donors want to see early in the process, you can build a solid foundation that will set your campaign up for success.

Bottom Line: In Your Early Case for Support, be sure to:

1. Make it short. 

2. Highlight the need and urgency

3. Provide a broad overview of projects with initial funding requirements

4. Include a powerful story to illustrate how donors can save the day. 

Remember, you’re not just raising money; you’re building a brighter future for your organization and the community you serve. 

And that’s something worth fighting for.

Need a little extra guidance? We’re here to help. Schedule a free consultation today, and let’s discuss how we can take your campaign to the next level.

I hope you are enjoying our Capital Campaign Readiness blog series. You can find links to each of the blog posts below. You’ll get a thought-provoking discussion into the six essential factors that will make or break your campaign.

Planning a Campaign? Add Power and Influence
Is Your Board Ready to Lead Your Capital Campaign
Is Your Nonprofit Ready to Launch a Capital Campaign? 6 Essential Checks Before You Do.Are Your Volunteer Leaders Ready to Launch a Capital Campaign? The Volunteer Leadership Assessment Checklist
Is Your Prospect Pipeline Ready for Capital Campaign