A Unifying Narrative: Creating a Case for Support, by By Megan Thorn
From Tonic Magazine Issue 68
A capital campaign is a focused fundraising effort carried out over a set period, often several months or even years, to secure a large amount of money for a specific project. The project may be anything from building new facilities, to purchasing land, to completing major renovations or repairs, to purchasing new equipment or establishing an endowment fund. A capital campaign may be one of largest fundraising efforts your organisation undertakes. Your case for support is the core set of
reasons why people should support your campaign. It’s like a toolkit containing all the key messages that form the foundation for crafting communications with different supporters in different ways. We are talking about a case for support
in the context of a capital campaign.
It’s great to have a case for support for your organisation as a whole. That then forms the backbone for creating a case for support for specific programmes, activities or projects and the starting point for creating a case for support for any initiative or activity in any income stream. Read more here…
