The "Ask"SM Blog - Post

Print collateral is the baby blanket of the major gift process

by Diane Remin | Tue, 6 Jul 2010

The “printing beast” is a well-oiled machine. But when it comes to major gifts, paper does not produce the gift.

You do.

A Case for Support--the letter, brochure or other print piece that describes why the donor should give you his or her money-- is certainly comforting to have in-hand when you head out to make an "ask." It does get everyone on board with similar messaging.  And when it’s compelling, it can help move the donor. Compelling. Not expensive.

CASE FOR SUPPORT:  Emotion drives major gift decisions

You want your Case for Support to grab the donor. Emotions drive the decision.  Facts play a supporting role. 

I’ve made successful asks with no written Case for Support.  But I had a wonderful story and facts to back it up. 

I give each of my client’s Tom Ahern’s book, “Seeing through a Donor’s Eyes.”  It’s a great resource that I highly recommend.  But even Tom’s last line on the last page of his book about how to write a Case for Suport says, “So take a breath.  Don’t let the writing of a case intimidate you. A below-average case in the hands of an above-average peer-to-peer solicitor will still bring in cash.” 

Major gifts are about passion and relationships--not about print collateral.

The good news: Passion is all yours! | P. O. Box 390105 | Cambridge, MA 02139| phone: (888) 820-0620 | email:

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