Amazon Rainforest Conservancy Case for Support Review
Amazon Rainforest Conservancy is a nonprofit that protects and restores rainforest in Peru. It is building a wildlife corridor for jaguars, Andean bears, tapirs, and other animals. It also turns former cattle pastures back into forest and protects a 620-hectare Brazil nut forest from illegal gold mining.
In this case study, I describe how I reviewed the Case for Support they use for fundraising. I applied my Nonprofit Storytelling Framework, focusing on whether it is clear and relevant to potential funders, whether the story is easy to follow, whether the evidence is credible, and whether the case for funding is compelling.
Download the original Case for Support here.
In this case study, I describe how I reviewed the Case for Support they use for fundraising. I applied my Nonprofit Storytelling Framework, focusing on whether it is clear and relevant to potential funders, whether the story is easy to follow, whether the evidence is credible, and whether the case for funding is compelling.
Download the original Case for Support here.
The three biggest opportunities I noticed are:
See my recommendations below ↓
- Making Amazon Rainforest Conservancy's specific role and impact easier to understand
- Adding more evidence and transparency to strengthen donor confidence
- Making the next chapter and the invitation to support it more concrete
See my recommendations below ↓
Who is the audience?
First, we need to identify who is going to read the deck to make sure it answers their questions and is relevant to their worldview.
Its readers include foundations, philanthropists, major donors, and professional fundraisers or supporters who introduce Amazon Rainforest Conservancy to them.
What matters most to these readers is credibility. They need to clearly understand the organisation’s impact so far, trust that it can continue delivering results, and feel confident that their support will be used effectively.
Its readers include foundations, philanthropists, major donors, and professional fundraisers or supporters who introduce Amazon Rainforest Conservancy to them.
What matters most to these readers is credibility. They need to clearly understand the organisation’s impact so far, trust that it can continue delivering results, and feel confident that their support will be used effectively.
First impression
The original Case for Support already felt warm, authentic, and deeply personal. It included real photos, the founder’s story, and emotional moments.
My goal was to preserve this feeling while ensuring that the underlying story was credible and the call to action was clear.
My goal was to preserve this feeling while ensuring that the underlying story was credible and the call to action was clear.
The Nonprofit Storytelling Framework
To assess a Case for Support, I use my Nonprofit Storytelling Framework. It helps shape a strong story that speaks to both the heart and the mind of the reader:
1
The hero: Who or what is at the heart of the story? A forest, a species, a community. Why are they important? Why should the reader care?
2
The threat: What is happening to the hero, and what is at stake? Deforestation, illegal mining, wildfires. What may be lost if nothing changes? Why is the situation urgent?
3
The protector: How do we help the hero move toward a better future? What do we do? Why do we care? What impact have we achieved? Why are we well placed to do this work?
4
The next chapter: What needs to happen next? What is the current need or opportunity? What progress is within reach? What resources are needed? What could happen if action is delayed – for example, could previous progress be reversed?
5
The invitation: How can the reader help move the story forward? Invite them to stand alongside the protector. Explain clearly what their support will help make possible.
My Main Recommendations
Applying the Storytelling framework to the Amazon Rainforest Conservancy Case for Support
1. The Hero
Clarify which part of the forest ARC protects and why it matters. Check key claims and support them with credible evidence.
2. The Threat
Make the threat more specific and credible. Communicate the urgency and provide sources for important claims.
3. The Protector
Credibility is a primary concern for donors. Strengthen transparency by explaining how funds are used, how progress is monitored, and how local communities are involved.
4. The Next Chapter
Clearly explain the next steps for each project. Show why action is needed now and what could be lost without it.
5. The Invitation
Replace generic statements such as “Your support is needed” with a specific funding goal. Explain what the money will make possible and give donors a clear way to contribute or get in touch.
Summary
The original deck already has an authentic voice and a strong emotional foundation. More evidence, transparency, and a clearer next chapter and invitation could make the case more credible and compelling to donors.
Clarify which part of the forest ARC protects and why it matters. Check key claims and support them with credible evidence.
2. The Threat
Make the threat more specific and credible. Communicate the urgency and provide sources for important claims.
3. The Protector
Credibility is a primary concern for donors. Strengthen transparency by explaining how funds are used, how progress is monitored, and how local communities are involved.
4. The Next Chapter
Clearly explain the next steps for each project. Show why action is needed now and what could be lost without it.
5. The Invitation
Replace generic statements such as “Your support is needed” with a specific funding goal. Explain what the money will make possible and give donors a clear way to contribute or get in touch.
Summary
The original deck already has an authentic voice and a strong emotional foundation. More evidence, transparency, and a clearer next chapter and invitation could make the case more credible and compelling to donors.
Get the full Case for Support review
See The complete four-page review, including the detailed recommendations I shared with Amazon Rainforest Conservancy.
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- Jana Bell ★★★★★Founder and President at Amazon Rainforest Conservancy"Wow! Your review is spot on."
I completely agree with everything you've suggested and look forward to recreating the document with all of your ideas incorporated.
Could your Case for Support tell a stronger story?
If you're raising funds for an environmental or conservation organisation, I can help you review or build a Case for Support that makes your work clear, credible, and compelling to funders.
Olga Shavrina
Strategist & hands-on partner for Climate & Nature Companies
