Building a strong case for support: The six questions every charity must answer

Whether you’re launching a new campaign, applying for a grant, or engaging major donors, one thing is certain: your case for support needs to be clear, compelling, and credible. It’s not just about what your charity does. It’s, arguably more importantly, about why it matters, why now, and why you’re the right organisation to deliver it.

That’s why I’ve developed a simple framework, also featured, but in more detail, in the Charity Fundraising Templates resource published by DSC, to help charities sharpen their case for support. At its heart lie six deceptively simple questions. If you can answer these well, you’re already halfway to a persuasive pitch.

The six important questions

Here’s the chart I tend to use to structure case for support development. It’s designed to help you move from need to impact, and from vision to action:

Let’s walk through each one:

1. What is the need in this area?

Start with clarity. What problem are you trying to solve, and who is affected? Be specific and evidence-based. Whether it’s chronic loneliness among older people or barriers to employment for survivors of exploitation, your case begins with a clearly defined need.

2. What is our response to this need?

This is where you show your approach, your outputs, your deliverables. What do you actually do—and how is it different? Describe your programmes, your methodology, and your values. Make it tangible and human. Don’t just say “we provide support”. Show how you co-create solutions, build trust, and deliver change.

3. What is the impact of our work?

Evidence matters. Share outcomes, testimonials, and data that demonstrate your effectiveness and your delivery track record. Whether it’s 85% of service users moving into stable housing or 90% reporting improved wellbeing, this is where you prove your value.

4. What can we do with your support?

This is your invitation. Be bold and specific. Are you seeking capital investment to expand housing? Revenue funding to scale digital services? Support to train staff or influence policy? Make it clear what difference a donor’s support will make. And why it’s needed now. (Although that’s also a later question. No spoilers.)

5. Why us?

What makes your organisation uniquely placed to deliver this work? Highlight what you’re able to do, your lived experience, your partnerships, and your values. This is your credibility statement.

6. Why now?

Urgency is key. What’s changing in the landscape? What risks are growing? What opportunities must be seized? What would happen if you weren’t there? Help donors understand why their support is not just helpful, but timely and essential.

Using the Template

The case for support development worksheets (included in the DSC resource) help you dig deeper into each question. It prompts you to articulate the scale of need, the consequences of inaction, the beneficiaries you serve, and the evidence behind your approach. It’s designed to be practical, adaptable, and usable across different types of fundraising, from major gifts to community appeals.

Final thoughts

I’ve always thought that a strong case for support is more than a document. It’s a mindset. It’s about clarity, confidence, and connection. By answering these six questions well, you’re not just making a case for funding. You’re making a case for change. And this is why our organisations exist – to change things – isn’t it?

If you’re revisiting your case for support or starting from scratch, I’d encourage you to use the chart and worksheets as your foundation. And if you’re part of a team, use it collaboratively, because some of the best insights come from cross-organisational conversations.

Let’s make the case, together.