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Children’s Museum Denver Demonstrates How to Employ the Minute Message Model

Posted by on April 10th, 2014
Posted in Blog, Capital Campaign, Nonprofit Branding, Nonprofit Communications, Nonprofit Fundraising, Nonprofit Training, Storytelling, Videos    Tags: , , , ,

Mission Minded’s client, the Children’s Museum of Denver, announced the public phase of their capital campaign at a groundbreaking ceremony on April 8, 2014. In so doing, President and CEO Mike Yankovich, along with his skilled team, demonstrated how to effectively leverage the power of brand and messaging for a successful capital campaign.

First, the campaign was built on a clearly articulated brand and theme. Campaign materials, visuals, and messages all reinforced the campaign’s theme: “Opening Doors for Young Minds.” The campaign used a consistent visual identity, and all staff and board were trained on the messages and could effectively use them to share the story of the campaign.

At the groundbreaking event, Mike followed the Minute Message Model. After acknowledging the importance of the day, he began with the Belief Message:

At the Children’s Museum of Denver, we believe in kid-powered learning. Every day, our expertly designed exhibits and programs open doors for Colorado’s curious young minds to express what they know and to discover, create and explore more—on their own terms. But after four successful decades, the Museum faces a big challenge: there simply isn’t enough space to hold the growing number of young scientists, explorers, artists, and inventors that visit the Museum on a daily basis.

He then moved on to a Problem Message, outlining the challenge that the museum currently faces, and that the campaign will address:

Since 2003, our attendance has grown 74% in 10 years. From 200,000 to 350,000 last year. It’s crowded. The need and demand for the Children’s Museum is greater than ever, and we have a critical role to play in Colorado’s early learning landscape.

He shared a story – an Impact Message—providing the founding story of how the museum first came to be in Denver.

Finally, Mike used his Detail Messages, outlining the specifics of how the museum will grow, all the time reinforcing the benefits of each of the features he enumerates.

Want to know more? Read our free guide, Why Your Next Capital Campaign Needs a Brand.


Zach Hochstadt is a Mission Minded Founding Partner and runs Mission Minded’s Denver office, leading the company’s creative teams in the areas of message development, writing, graphic design, and web design and development.

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