Start with context, not shock
Explain the barrier, gap or pressure the organisation sees and how it affects access, safety or participation. Avoid language chosen mainly to provoke an emotional reaction.
Use relevant evidence, but connect numbers to the practical reality your organisation is equipped to address.
Protect individual stories
No person owes an organisation their private history for fundraising. Obtain meaningful consent for any story and consider whether the same point can be made without identifying detail.
Composite or anonymised examples still need care; never imply that an illustrative story is a verified grant outcome.
Show agency
Describe what people bring, choose, build or influence—not only what they lack. Explain how their views shape the work and how feedback can be given safely.