Storytelling That Moves Money: How to Write a Case for Support That Resonates Emotionally
By Sandra Davis, Founder & CEO, Donorly
Two things essentially drive your capital campaign: Your vision—and your ability to use storytelling at every stage of the campaign.
Last week, I wrote about the Myth of Perfect Timing—how there will never be a flawless moment to launch a campaign, start major donor conversations, or move forward with a bold initiative. Which makes it even more necessary to start.
As a nonprofit leader, you already hold a bold vision. You know where you’re trying to go. The art of storytelling is how you bring others along. It’s how you turn your mission into movement. It’s how you turn potential into participation.
But when it’s time to write your Case for Support, what do you focus on first?
The data?
The timeline?
A list of impact statistics?
Those matter—but they’re not what drives giving.
Lately, I’ve been reading Lean Impact by Ann Mei Chang, and one line jumped out at me:
“Too often, we confuse outputs with outcomes and activity with impact.”
That mistake shows up everywhere in fundraising. I’ve seen it in campaign decks, donor appeals, annual reports—even in elevator pitches. We lead with outputs: how many people served, how many square feet, how many sessions run. That is important information, but not what truly inspires donors..
In my years of experience working with nonprofit teams across the country, I’ve seen time and again that the stories about one person illustrating the outcome of the work are what inspire giving. We all want to know how a life or community was changed. How the world becomes a better place because of our mission. And we all respond to a story about transformation.
Storytelling is what motivates your donors, your board, and your community to act.
If you want to inspire giving, your messaging has to resonate. It must move people. It must make them feel like they’re part of something urgent, hopeful, and deeply human.
Let’s talk about how to write a Case for Support that does exactly that.
What Is a Case for Support—and Why Does It Matter?
Let’s start with a simple definition:
A Case for Support is a compelling narrative that outlines your vision, urgency, and opportunity for donor participation.
It’s a campaign’s emotional engine—the piece of messaging that helps your audience say yes.
And yet, too many nonprofits treat it as a formality. They load it with data, timelines, and passive language. They focus on what they do rather than why it matters. The result? A beautifully designed brochure or PDF that no one reads and that fails to drive action.
What a Case for Support is not:
❌ A white paper
❌ A strategic plan summary
❌ A grant proposal
❌ An internal planning memo
What it is:
✅ A fundraising narrative that stirs belief
✅ A donor-focused invitation to action
✅ A guiding light for every piece of campaign communication
Whether you're raising $250K or $25 million, you need a Case for Support that creates emotional resonance and offers a clear call to participation.
Why Emotion Drives Giving (Not Just Logic)
You’ve probably seen this quote before: “People give with their hearts and justify it with their heads.”
It’s backed by research from behavioral economics and neuroscience. Studies show that people are far more likely to act on emotion than on logic. Then they seek information to support the decision they’ve already made.(I know you don’t want to believe that YOU make decisions that way, but we all do – that’s how we’re wired.)
Knowing that, your job is to give them both:
A story that moves them emotionally
And evidence that reassures them intellectually
The 3 Core Components of a Case for Support That Resonates
Here’s the framework we use at Donorly when writing or evaluating a Case for Support:
1. A Clear, Compelling Vision
Describe what the future looks like when your campaign succeeds. Be bold. Be specific. Help the donor see what they’re building with you.
Tips:
Avoid generic phrases like “transform our community” or “empower lives.”
Anchor your vision in visuals and verbs. Show, don’t tell.
Example:
When we extend the after school program at the Science Museum, 6-year-old dinosaur lovers like Samantha will have the chance to visit real dinosaur bones and spend time with real paleontologists this spring.
2. A Present and Pressing Need
Why now? What’s at stake? What happens if this doesn’t move forward?
Tips:
Use urgent but honest language—don’t catastrophize, but don’t minimize either.
Quantify the need where possible (but briefly and after telling the story).
Example:
“We’ve outgrown our current clinic space. Without this expansion, we’ll be forced to turn away 3 out of every 10 patients by next year.”
3. An Emotional Anchor
Stories are the heartbeat of your case. Share one story—just one—that puts a human face to your work.
Tips:
Use names (with permission or pseudonyms)
Focus on a moment of change
Keep it brief and vivid (200–300 words max)
Example:
"Through partnerships with organizations like Prep for Prep, we help first-generation college students navigate higher education. Maria, now a college sophomore, volunteers as a mentor—paying forward the guidance that helped her succeed.
Avoid These Common Messaging Mistakes
Even the most passionate organizations fall into these traps:
❌ Mistake 1: Too Much Data
Why it’s a problem: Numbers don’t inspire action unless they connect to real lives.
Fix it: Use data sparingly and pair it with emotion.
❌ Mistake 2: Too Much “We,” Not Enough “You”
Why it’s a problem: Donors want to see their role. Overuse of “we” makes them feel like outsiders.
Fix it: Shift your language. Try:
“With your support…”
“You can be the reason…”
“Your generosity makes this possible…”
❌ Mistake 3: Generic or Jargon-Filled Language
Why it’s a problem: Institutional-speak doesn’t connect. It confuses or bores your reader.
Fix it: Use conversational, clear, emotionally resonant language.
❌ Mistake 4: Lack of Urgency
Why it’s a problem: Donors won’t act if they don’t understand why now matters.
Fix it: Include a specific, time-sensitive reason for donors to give now, not “someday.”
How to Write a Story That Drives Giving
You don’t need to be a novelist. You just need to be clear, human, and focused.
Here’s a simple structure to follow:
Start With a Human Story
Introduce one person. Give them a name. Let us see what changed in their life because of your work.
“When James came to our afterschool program, he hadn’t spoken in class for three months. Today, he’s leading our youth leadership circle.”
Make the Donor a Partner in Your Mission
Position the reader as someone who can help make transformation possible.
“Your gift gives students like James a place to be seen, heard, and inspired to lead.”
Include Stakes and Resolution
What was the challenge? What changed? What still needs to?
“James found a place to belong and thrive—but 80 other students are still on our waiting list.”
Use Sensory and Visual Language
Bring us into the scene. Think: sights, sounds, moments, quotes.
“He stood at the mic, voice shaking, and said: ‘I used to be invisible. Not anymore.’”
Tailoring Your Case for Different Audiences
One Case for Support should guide all your messaging—but not all donors need the same level of detail.
For Major Donors:
Include more context about financials, leadership, and vision. These donors think like investors.
Use visuals like renderings, timelines, or naming opportunities
Be bold and aspirational
For Community Donors or New Supporters:
Focus on story and mission clarity
Keep it accessible and short
Use quotes, photos, and a strong CTA (call to action)
How to Use Your Case for Support Strategically
Don’t just write it and forget it. A strong Case for Support is a living, working document that fuels your campaign across:
Major donor decks
Website landing pages
Campaign videos
Board training sessions
Staff talking points
Email and direct mail appeals
Grant proposal language
Everything should ladder up to the same core story.
Final Gut Check: 5 Questions Before You Hit “Send”
Ask yourself:
Is there a story about one person that shows your mission in action?
Would a donor want to keep reading past the first paragraph?
Does it sound like a human wrote it?
Is the donor invited to play a role?
Does the urgency come through clearly?
If you’re unsure, talk to the voices that matter most—your program staff, your clients, and your donors.
You Don’t Need to Be a Novelist—Just Be Honest
At the end of the day, a Case for Support isn’t about finding perfect words. It’s about:
Telling the truth about what you’re trying to build
Naming what’s at stake
And inviting someone to stand with you in making it happen
Clarity. Heart. A bold, specific invitation.
That’s what moves money.
Want Help Crafting a Case That Works?
At Donorly, we’ve helped nonprofit leaders raise hundreds of millions of dollars by aligning their messaging with their mission and moment.
If you're ready to strengthen your campaign narrative, we're here to help.
Reach out to schedule a free strategy call.
