by Kirk Walden, Advancement Specialist

What goes inside a Case for Support? You can add more than the following, but here is a good start:

Cover Letter
Personalize a letter to the recipient, thanking your financial partner for reading, briefly outlining the reason for the CFS and giving a short overview of the projects or initiatives inside. This letter is less than a page. Say thanks, tell 'em why, and tell 'em how. That's it.

History
A brief, bulleted list of milestones, recognitions and key staff changes ("Myra Jones joined the PRC as CEO, beginning a 12-year tenure that would bring our ministry into the medical realm").

Where we are
Let your friends know what you are accomplishing today. Make sure results are measurable. Our readers will pick up on attempts to be vague in our assessments. Consider two sentences; which is more effective in telling our story?:

One attempt: "We are seeing a lot of clients and they are telling us how much they appreciate what we do for them!"

Or, "A whopping 87% of our clients say they would recommend us to friends. In addition, a documented 83% of those who come to us considering ending their pregnancies ultimately choose life for their children."

A clear picture of why we are asking
Whether the CFS is for a specific initiative or for overall funding, create a clear image for readers of the ministry's needs. "We need more funding for advertising" is not clear.

Instead, try, "Our Outreach Initiative includes $14,400 for a more powerful web presence, $5,845 for signage on our city's main artery, Highway 000, and $4,200 for TV ads on several cable channels that reach our main demographic of 18-24 year old women." Your plan can include even more details, but you see the point.

Give actual numbers. Providing details (keep it concise, but details matter) shows good stewardship and careful planning. Both of these characteristics connect positively with those who can give to you.

A clear appeal
Except for those times when a CFS is sent as purely an informational piece for current donors, Ask. People are always more likely to give when asked. Best-selling author Nora Roberts has some words of wisdom here: "If you don't ask, the answer is always No."

Ways to Give
Tweet this! When it comes to clarity, "Ways to Give" must be at the top of our list.
When it comes to clarity, "Ways to Give" must be at the top of our list. No ask is complete without the "How" portion, and Ways to Give shows our friends specific opportunities to support the ministry.

Here are a few to keep in mind:

One Time Gift—Make sure a return envelope and response device are included with your CFS. Make sure online giving is presented, with your donation site prominently shown. Then check the web site and attempt to make a gift online. Experience it yourself and make sure it is easy.

Monthly Giving—Provide an opportunity to make a monthly (open-ended; not for just one year) commitment. Present this on your web site as well.

Stock Gifts—Explain how to make a stock gift. For more information on this, search the subject online. You will find verbiage and information from universities and major non-profits.

Gifts of Property—Why not present this option as well? Write, "If you would like to make a gift of property to (name of ministry) email Jane Johnson at This email address is being protected from spambots. You need JavaScript enabled to view it. or call her (000-0000) for more information." The more opportunities we present, the better the perception in the donor's mind.

Memorial/Honorarium Gifts—Your response device should present opportunities for Memorial Gifts (honoring those who have passed away) and Honorarium Gifts (Honoring those still living). A large percentage of donors utilize these gift avenues. Let's make them available.

Click here for more of this month's Advancement Trends in the Life Community.