10. Because your gift officers struggle to articulate what your organization could do with large gifts.

9. Because your program staff is too busy to write down what they are doing – and it’s not their job anyway.

8. Because the communications team has great writers on staff – but they are NOT fundraising writers.

7. Because every time you write a proposal, you realize you don’t have strong language to describe your organization’s mission and impact.

6. Because your organization does a great job of telling people what you HAVE done but not such a great a job explaining what you WILL do.

5. Because the urgent messaging in your direct mail appeals doesn’t quite cut it when you are talking to 4, 5 and 6 figure donors.

4. Because everyone on your fundraising team needs a clear narrative about your work and the impact you are having.

3. Because there are too many silos in your organization and messaging is inconsistent across departments. Consistency is the key to making sure your message breaks through the clutter of the hundreds of marketing messages your donors receive every day.

2. Because your Board keeps asking you for an elevator speech, but you know that to be effective Ambassadors, they actually need a bit more than that.

And the #1 reason you need a case for giving. . . .

Because if you’re not making your very best case to donors, you’re leaving money on the table that could fuel your important work.

• Published by Kathy Swayze, CFRE