Donors are narrowing their focus and increasing the size of their individual gifts to concentrate and increase the impact of their philanthropic investments. For those organizations attracting these investments, the impact is transformational.

However, many organizations that thrived in a more transactional environment (events, "check swapping" among the community's philanthropists, direct mail, etc.) are seeking to transition to a model that captures the attention and benefits of this new philanthropy. The first step in making this transition is adapting their case for support to one that better communicates impact to these investors.

Speak to the heart and mind

Donors want to hear specific stories about specific beneficiaries of their investments. That will never change. But increasingly, individuals are asking questions you'd only expect to hear from large, sophisticated charitable foundations. They want to know the scale of the stories you are sharing.

As donors consider their most significant gifts, specific metrics increase in importance and must be baked into your case. You are serving "X" with "Y" impact. And "Y" is now more important in many cases than "X." What needle are you moving, and how much are you moving it?

You have to define the need for your mission. Why is it important that you are moving this particular needle? Why is increasing college enrollment rates or decreasing pollutants in the air (just two examples of potential needles organizations are trying to move) needed in the community in which you are focusing?

Clearly express your theory of change

What are you doing to move the selected needle and why did you select that particular methodology? If your organization is like most, you are addressing a systemic challenge that has existed for generations. What about your approach will make the impact that has eluded others?

You have to understand and define why your approach is the one best suited to make change in your given area.

Building off your theory of change, what unique differentiators does your organization possess that make you best suited to implement your theory? Perhaps your facilities are uniquely situated to make the impact needed. Or you have unique board or staff leadership that positions you best to make change.

Explore each unique aspect of your organization and identify what makes you special and different, and be sure you define and highlight that in your case.

Transformational investors are looking for transformational ideas. Using the framework outlined above to articulate your case for support will help you attract the attention and resources your mission deserves and needs.