Advocacy Month – 1. Define the case
Why passion alone won’t win support
The passion trap
How often have you seen it? A committed leader stands up, full of passion for their community or organisation. They speak from the heart about why their project deserves support. And yet… decision makers remain unconvinced.
There’s a myth in funding and policy circles: “If we care enough, they’ll fund it.” But the truth is, passion alone doesn’t unlock funding or policy change.
Passion is essential, but purpose, evidence, and clarity are what make advocacy effective.
Why defining the case is the first step in advocacy
Funding and policy decisions are rarely made on emotion alone. They’re made on alignment, timing and demonstrated value.
A great idea doesn’t sell itself. Even the best initiatives struggle to gain traction if they aren’t positioned clearly within the frameworks that decision makers use to assess projects.
At Grantus, we’ve seen time and again that the projects that succeed are the ones that:
- Clearly articulate the problem and opportunity.
- Demonstrate evidence of credibility, deliverability and impact.
- Align their case with the strategic goals of those they seek support from.
This is why processes like a Feasibility Study, a well structured business case and the Department of Treasury and Finance’s Investment Management Standard are tools decision makers use to justify investment. Aligning with these tools shows that you understand their world.
The three essentials of defining the case
Click to read about each one…
Good advocacy doesn’t start with what you want to do. It starts with why.
Move beyond vague goals like “upgrade facilities” or “improve services.” Get specific:
- What problem are you solving?
- Why does this issue matter now?
- Who stands to benefit, and how?
If you can’t define the problem clearly, it’s unlikely your audience will see the urgency.
Action Tip: Before jumping to solutions, consider using tools like an IMS Workshop to define the problem first and connect it directly to bigger picture goals like regional prosperity, social cohesion, or climate resilience.
Decision makers need confidence that your initiative is credible, feasible, and will deliver the promised benefits.
Use data to show:
- The scale of the issue.
- The urgency of acting now.
- The expected outcomes; e.g. economic, social, environmental.
Don’t just talk about why the project is needed, prove it.
Reference studies, strategies, and statistics that confirm the extent of the problems being caused by no action on the matter.
The strongest advocacy cases are easy to understand, even when the issue is complex.
Can you explain your project in one clear sentence?
“This project will improve X for Y people by addressing Z.”
Avoid jargon. Speak the language of outcomes. Make sure your message is accessible to both technical experts and elected officials.
Consider developing a Plan-on-a-Page or a simple one-line positioning statement that can be repeated consistently across all your advocacy efforts.
Common mistakes that undermine the case
- Relying on emotion without evidence.
- Jumping into solutions before defining the problem.
- Assuming the need is obvious because it feels obvious locally.
- Overcomplicating the message with technical detail that clouds the story.
Quick Advocacy Self-Check
- Have you clearly defined why this project matters now?
- Can you explain your initiative in one or two sentences without needing slides or spreadsheets?
- Have you aligned your purpose with the priorities of your audience (funders, policymakers, community)?
Strengthen your advocacy approach
If you’d like help defining your case and positioning your initiative for success, explore how our Strategic Funding & Advocacy Service can support you. Together, we can move your great ideas from passion to backed action.
Download Our Common Problems Checklist Here👇
Simon Coutts
Simon is the Director and Founder of Grantus, a trusted advisor in strategic funding, complex problem solving, and stakeholder management, driving growth and public benefit for organisations dedicated to making a lasting impact. Book a ‘Borrow My Brain‘ session with Simon.
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