Elements of Campaign Communications
Why Brand A Campaign? A campaign, regardless of dollar amount or number of priorities, is a significant undertaking. Start out smart and set the stage for success by strategically branding your campaign to make every message and tactic work harder for you. 5 Reasons Why You Should Brand a Campaign: 1. To set large-scale fundraising initiatives apart from all others being undertaken by your organization. 2. To establish the promise that the campaign will fulfill while giving the campaign life, validity, and tangibility—verbally and visually. 3. To acknowledge the campaign’s own set of distinct goals, objectives, and audiences. 4. To provide ambassadors with language that is specific to the campaign and combines both rationale and emotion. 5. To help advancement staff raise funds for a project that is often on an urgent timeline to address a pressing need.
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Your Checklist Strategy
Elements of your communications plan
o Conduct discovery
o Case for Support
o Interview leadership, staff, donors and the community of the organization to learn why the campaign is necessary and why it's needed now.
o Write copy that incorporates the campaign’s verbal identity and is delivered in a way that emotionally connects with your donors
o Write a campaign-specific verbal identity
o Design a printed piece that incorporates the campaign’s visual identity and strong photography
o Create a positioning statement and key messages that get to the heart of the fundraising priorities
o Campaign micrcosite
o Develop a campaign theme
o Campaign video
o Design a campaign logo
o Donor highlight stories
o Invest in professional photography
o Campaign introduction package (talking points for ambassadors and development staff)
o Invest in high-quality architectural renderings (for capital projects) o Develop a campaign communications plan that partners with your annual giving and other development communications
o PowerPoint template o Stationery (printed and electronic) o Major gift proposal template o Campaign updates and newsletters (printed and electronic) o Press releases and community media o Fundraising events: invitation, speeches, programs, giveaways o Signage o Annual appeals o Social media, Day of Giving o Faculty and staff campaign o Impact report/president’s report o Report on success
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