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Nonprofit Gospel Truths Blog

ELLEN'S GOSPEL TRUTH #1: Appearance Matters

  • Capture the reader’s attention. This may be your only opportunity to approach a new donor prospect so make sure you are leaving the right image. Your Case for Support should be succinct, factual, and professional.

  • Find opportunities to make your Case for Support come alive with compelling and professional verbiage that resonates with the reader.

  • Be careful with the use of acronyms. You may know what you’re talking about but don’t assume the reader does. As a rule, acronyms should only be used when referred to frequently throughout the text, typically five or six times.

  • Paint a Picture and Share a Story. Use descriptive words that help the reader visualize the work you are doing. Share a client story or testimonial that connects that picture to your impact. Take the reader on a journey of hope and transformation.

  • Use headers and sub headers to introduce new sections and to organize your thoughts. Bullet points and numbered lists are also effective ways to stand out and will be appreciated by the reader. Too much narrative can make it challenging for the reader to stay focused and attentive.

  • Never underestimate the importance of proofreading; always check your spelling and grammar. Grammarly is a great resource to assist you with this.

  • It’s always a good idea to have someone who has not participated in writing the Case for Support to review it to ensure that it is easily understood and reader friendly. This is especially true when you are just starting out in your career.

By following these simple rules, you increase the likelihood that you will leave the reader with a solid impression and a desire to learn more.