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How To Think Differently About Your Next Fundraising Campaign

Posted by on November 22nd, 2021
Posted in Blog, Capital Campaign, Fundraising Case, Nonprofit Communications, Nonprofit Fundraising, Nonprofit Messaging   

If your organization is planning a capital, endowment, annual or special fundraising campaign (and who isn’t?!), development of your campaign’s creative strategy is most likely underway. Your team will be thinking about donor relations, communications, and most of the time, planning a theme for your campaign.

Often at this stage, conversations turn to creation of a fancy, new idea or creative hook for the campaign. But is new what’s really needed? 

If what you develop ultimately feels divorced from the rest of the organization, too much creativity may take you off course. Why? Because the most powerful messaging about your campaign should be about the heart of your organization as a whole, not the campaign itself. In short, successful campaigns remind donors why your work matters every day — not just through the lens of a moment-in-time fundraising initiative.

Great campaigns don’t create a separate brand; they lean strategically into the organization’s already established brand. This includes your values, personality traits, the experience donors have when they engage with you, and an emphasis on what makes you unique.

There are two main benefits of approaching your campaign communications this way:

  1. Your campaign will be more successful when you remind donors why they fell in love with you in the first place. Don’t distract them with slogans, messages or graphics that don’t align with how they perceive you today. Build on the positive relationship you already have. Even when reaching out to new donors, if they truly are a prospect, they already have some familiarity and affinity with your work. So being consistent in how you approach them pays off.
  1. When your campaign tools — from case brochure to video to microsite to social media and beyond — are a reflection of your brand, they serve your organization by strengthening that brand, even as you’re simultaneously raising the money to meet your campaign goal. 

It’s a virtuous circle in which the more on brand your campaign communications are, the more money you raise, and the more your brand elevates in the minds’ of your donors, you are set up for greater appeal now and in the future.

If you want to strengthen your organization’s brand and generate unique experiences for your stakeholders, Mission Minded can help! Let us know how we can support your next campaign project.


Jennie Winton is a Founding Partner of Mission Minded, a 25-year marketing veteran sought for her expertise in branding nonprofit organizations, and a one-on-one leadership coach.

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