Your ability to create positive results in your community - and to raise funds - is unlimited when you effectively articulate needs and strategies.  Grantmakers and individuals who contribute always listen for these two elements, even when they do not explicitly say so.

When you ask for money, it is always best to "lead with the need."  Once the need is established, it is important to clearly identify a strategy for meeting that need.  A strategy is a plan of action intended to accomplish a specific goal.

The importance of needs and strategies extends far beyond fundraising.  All nonprofit organizations exist to provide a public benefit (a strategy that meets a need).

More: http://philanthropyjournal.org/resources/fundraisinggiving/my-secret-getting-grants-needs-and-strategies