How to write a case statement that inspires your donors to give

A great case doesn’t just tell your story – it draws your donors into it.

It shows the stakes, casts the donor as the hero, and paints a vivid picture of the future they can help create.

It answers their biggest questions: Why this? Why now? Why me?

It all begins with feelings.

Make them feel
Emotion drives giving—so your case needs to evoke the feelings that move donors to act. Hope, urgency, compassion, pride, even anger or relief… Draw your donors in, move them, and make them care enough to give.

What’s the problem?
A great case doesn’t just describe your vision – it makes your donors see it.

Who’s affected? What happens if nothing changes? Help your donors imagine the alternative: what a better future looks like because they gave.

Show them a better future
Once the donor understands the problem, show them exactly how their gift will help solve it.

What will change? How? The goal is for donors to say, “I see what this will do—and I want to be part of it.”

Make the Donor the Hero
Donors want to feel that their gift matters. So show them.

Position them not as a passive funder, but as the reason something good happens. When they see themselves as the hero of the story, they’re far more likely to give.

Why You?
Donors don’t just need to care about the problem – they need to believe that you‘re the right ones to solve it. A good case shows why your organization is uniquely positioned to tackle the challenge. Share your track record. Point to past results. Highlight your expertise, community trust, partnerships, innovation – whatever sets you apart.

Show them you have the experience to deliver – and the vision to do what’s never been done before.

Want Help Getting This Done?
Many teams bring in a specialist writer for high-stakes campaigns. If you’d like a fast, donor-tested case you can hand to boards, gift officers, and designers, I can help.

Samples Below: