It’s not surprising that over the course of nearly three decades writing campaign case statements, predictable patterns emerge. These recurrent themes allow us to anticipate what potential supporters want to know.

Based on many years of feedback, we use these time-tested targets to develop donor-focused case statements:

“I wish it were shorter.”

Shorter may not mean fewer words. Often, readers are expressing a general feeling. If they knew how to ask for specifics, they might say, “It needs more white space, shorter paragraphs, a larger font, bullet points to keep me reading; and tell me upfront why you’re raising money.”

“I wish there were more details about how the money will be spent and the outcomes we can expect.”

Donors want to know their money is well invested. There won’t be enough space in the case statement to answer everything, but the goal is to address key questions before they’re asked. Not only will clarity and transparency demonstrate consideration to donors, it will build confidence among your leadership and volunteers as they actively participate in the fundraising process.

“I really liked the pictures.” or “I wish it had more pictures.”

The narrative is critical, but high-quality, compelling photos bring the mission to life. Fortunately, great photos can be taken with a phone if the person behind the screen has an artistic eye and not just a willing heart.

Show more than tell; tell more about the dollars and details; and address the tough questions before they’re asked.