Every fundraising program needs a general case for support.
It's your foundation. Your blueprint. Your plan.
Mostly, it's not optional. If you (or your boss) doubt this, you're predictably headed for fundraising failure rather than fundraising success. Several continents say so, based on deep experience. Global experts say so, based on deep experience. My thousand mentors say so, rolling up centuries of learning.
Are we clear?
Your general case for support summarizes, for instance, why your special mission might matter ... to an outsider audience.
That's job #1.
Your general case also makes abundantly clear why donors play an essential role in achieving your wonderful, most-needed, urgent, vital, unique, curious, world-changing mission.
That's job #2.