Megan Simmons
Senior Consultant
Campaigns are time-tested fundraising strategies for many reasons. Campaigns align your team around a shared vision. They push you to improve your systems. They activate your volunteers. They encourage donors to consider ambitious gifts.
And importantly, they offer the chance to tell your story in an exciting, new way.
A campaign allows you to share a bold vision. “Together, we will create a new home with the space to double our impact.” “Join in this campaign to transform our region’s approach to hunger relief.” “We’re ready, with your partnership, to pioneer new treatments for some of the most difficult diseases.”
So what does it take to tell that story well, at every stage of a campaign?
Campaign Preparation Phase
During the preparation phase—the first months or year of a campaign—you may have a clear “North Star,” but are still working alongside leaders and program experts to refine the details, define priorities, and clarify exactly how donors can make a difference.
This is where strong donor communications begin to take shape:
Start building your campaign case for support.
The process of writing your case can help to surface lingering questions, gather your leaders and subject matter experts to finalize plans, and equip all your communicators to tell a consistent story about the campaign.
At the same time, develop your campaign brand.
A campaign should feel distinct from your everyday fundraising. This is the time to develop a clear identity with a voice, tone, and visual language that signals something bigger is underway.
At this point in the campaign, you likely do not have a full suite of polished materials developed, and that is okay.
What matters most are strong talking points and curiosity. Early conversations with donors are not about having all the answers. They are about listening, sharing early ideas, and discovering what resonates. When donors ask for more detail, or express interest in a specific area, that does not need to be a gap. It can be an opportunity! It’s a chance to meet again and continue the dialogue. Often at this stage, a simple vision deck—a handful of slides that outline the need, the opportunity, and the future you’re working toward—are sufficient to guide an initial, exploratory conversation.
Campaign Early (or “Quiet”) Phase
In the early (or quiet) phase, with clear plans and strong infrastructure in place, your attention turns to inviting all of your closest friends and significant supporters to join in the campaign.
At this point, polished materials become more important—not to replace one-on-one conversations with donors, but to complement these personal solicitations. Well-executed materials reinforce the credibility of your plans, build confidence among your fundraisers, signal to donors that this is a thoughtful and professional effort, and excite through compelling storytelling, imagery, and video.
There is no one-size-fits-all list of materials that must be created at this stage. Instead, consider what you know about your major donors and close partners. How do they prefer to engage? What level of detail do they expect? What will help them feel confident in your plans and inspired by the impact?
For some, a beautifully designed brochure becomes an essential leave-behind. For others, a video can tell a touching story. One-pagers (or increasingly, a digital platform like a microsite) can allow donors to learn more about the specific pillars or priorities most important to them. Often, the answer is not a single piece, but a thoughtful mix of materials, tailored to your leadership donors.
Campaign Public Phase
During the final phase of campaign fundraising, the time comes to shout about the campaign from the rooftops. With significant early commitments secured and momentum on your side, it’s time to invite every member of your community to participate. To accomplish this, weave the campaign into all your existing communication vehicles: your newsletter, website, appeals, social media, and events. Consider, too, new signature collateral to raise your profile and broadcast to a wider audience: from branded environments and ads to digital toolkits that allow enthusiastic supporters to fundraise on your behalf.
Effective public-phase communications increase visibility for your organization and vision, create a sense of momentum (“as a donor, you are joining a winning team”), and offer accessible ways to participate.
Campaign Capstone Phase
Time to celebrate and show donors what their gifts made possible! As the campaign concludes, donors should clearly see what their generosity has achieved. This is often accomplished through impact reports, stewardship videos, thoughtful donor gifts, branded thank-yous, community events, or intimate events.
Campaign Communications That Inspire: Putting It All Together
Successful campaign communications are not about the volume of folders or brochures produced. They are about telling a clear, compelling story. They are about designing materials—however simple or sophisticated—that help donors understand, believe in, and invest in your vision.
If you’d like to discuss the right ways to tell your campaign story, let’s talk.