Don’t Blame the Donors: Your Case for Support Is Boring

Let’s rip the bandage off:

It’s not donor fatigue.

It’s not the economy.

It’s not “compassion burnout.”

It’s your case for support, and it’s boring.

At Knoll & Krest, we love nonprofits, but we also love tough love. If your fundraising campaign is landing with a thud, don’t rush to blame the donors. First, take a good, honest look at the story you’re telling and how you’re telling it.

Because the truth is: people do want to give. But only when they care. And they only care when they’re captivated.

1. You’re Leading with the What, Not the Why

Too many cases for support read like budget memos: “We’re raising $100,000 to fund X, Y, and Z.” Cool. But WHY should anyone outside your office care?

Your audience isn’t buying a line item. They’re buying a belief.

Make it Better:

Instead of “We need to fund our after-school programs,” try:

“No kid should go home to an empty house and a cold microwave dinner. Your gift makes sure they don’t have to.”

Start with the why. Lead with the impact. Make them feel something.

2. Your Language Is Institutional, Not Inspirational

You might care deeply about “capacity-building,” “strategic partnerships,” and “holistic interventions.”

Your donors? Not so much.

Your mission is emotional. Your messaging should be too.

Ditch the jargon. Speak like a human. A passionate one.

“We implement trauma-informed care frameworks through evidence-based methodologies.”

“We help people heal after the worst thing that ever happened to them.”

If your grandma wouldn’t understand your case for support, it’s too complicated.

3. You’re Asking for Money. You Should Be Offering Meaning.

Donors don’t give because you need money. They give because they want to matter.

Are you giving them the chance to:

• Right a wrong?

• Protect something precious?

• Be a hero in someone else’s story?

If your pitch is “Help us keep the lights on,” that’s a utility bill, not a movement.

Reframe your ask:

“With you, this story changes.”

“This mission only moves forward if you step in.”

“Here’s the kind of legacy your gift creates.”

4. There’s No Urgency, No Stakes, and No Soul

A case for support that’s all facts and no fire doesn’t raise funds. It raises questions.

Donors need to know:

• Why now?

• What happens if they don’t give?

• Who’s counting on them?

Tell real stories. Introduce real people. Raise real stakes.

If your campaign could be copied and pasted into another nonprofit’s brochure with no one noticing, it’s not distinct enough.

5. You Wrote It for Your Board, Not Your Audience

Too many cases are designed to get board approval, not donor response. That’s backwards.

Your board already believes in you. Your donors don’t (yet).

Write for the stranger, not the insider. Write for the heart, not the red pen.

Run your draft by someone outside your sector. If they don’t get it or don’t care, go back to the drawing board.

If your fundraising results are falling flat, the problem might not be your donors.

It might be that your story isn't compelling enough for them to step into.

The good news? That’s fixable.

At Knoll & Krest, we help nonprofits build financial strategies that move people to act. That starts with a case for support that’s bold, emotional, and unforgettable.

Let’s get to work.