by Kirk Walden, Advancement Specialist
What's our most important goal for our Case for Support (CFS)? Getting people to read it.
Like our newsletter or E-blasts, if no one reads these documents, the news we want to disseminate goes nowhere. What are some characteristics then, of a CFS which garners attention and readership?
As an example, every CFS should contain a "History" page that walks readers through where the ministry has been. Use creative writing sparingly; use bullet points often. Consider two examples:
The AAA Pregnancy Center started in 1984, in the living room at the home of Bill and Mary Jones. There, a prayer group began gathering, praying about a way to address the abortion issue in a Christian fashion. At the meeting were 12 interested people, though more wanted to come. Two weeks later all would meet again and begin planning to create a ministry and obtain 501c3 status for our organization.
June 4, 1984—AAA Pregnancy Center's history begins with a meeting of 12 friends at the home of Bill and Mary Jones in Leighton Valley.
May 14, 1985—Our first client arrives on opening day at our first location: 284 Elm Street in Leighton Valley.
March 12, 1986—It's a boy! Jacob is the first child born to a AAA client. Today he is 27 years old; he and his wife have two children of their own.
January 9, 1989—AAA moves into a new home on Main Street. This location would serve us for 19 years.
In the first example, we see a paragraph with mostly superfluous information. The reader is already tired, and likely will not move on to further information on our History page.
In the second, we use almost the same number of words to communicate four milestones. With a bit of detective work, we might find fascinating information that will encourage and bring life to the entire ministry.
As a writer this is hard to admit, but our readers are drawn more to our photos than to our stunning prose. Those who support us want to see what we are doing, and photos are an excellent way to tell our story. We don't need professional photographers (though this would be great). We do need photos—that tell a story.
Tweet this! It is often more effective to show one client hugging her baby than it is to show fifty clients in a group photo.
It is often more effective to show one client hugging her baby than it is to show fifty clients in a group photo. The photo of one client tells a story; fifty faces is just another group shot.
In addition, use photography to highlight new initiatives, such as construction and renovation. Architectural drawings of new construction can be helpful, too.