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Steier Tips

Campaign Communications

An effective communications plan is an important component of a capital campaign. Without a well-designed communications effort covering internal and external communications, even a successful campaign will fail to realize its full potential.

Internal constituents like to be kept "in the know" and offering inside information helps motivate volunteers. Those outside the leadership structure become excited about the campaign when receiving news which makes them believe that they, too, are insiders.

There are a variety of ways to distribute campaign information. Alone each has its own degree of effectiveness. However, when used as part of an overall strategy, the communications components, as a whole, strengthen the relationship between leaders, volunteers and prospective donors.

The primary list of communications vehicles to be considered during a capital campaign includes, but is not limited to, the following:

     ·  Brochure – A communications "appetizer," which includes the initial needs of         the campaign wrapped in a package designed to evoke emotion.

     ·  Case Statement – This feature publication usually follows the production of the         brochure and offers in-depth information regarding campaign needs, goals, a         detailed financial breakdown of the case, campaign leaders, as well as         architectural renderings and designs.

     ·  Campaign Video – A well-produced video gives a personal and human touch to         the case for support. It includes messages of encouragement from the         campaign leaders and features the needs of the organization, including people,         structures or programs that will benefit from a successful campaign.

     ·  E-mails

     ·  Meetings

     ·  "Insider" Newsletters

     ·  News Releases – Keeps all constituents informed using the local media.

     ·  Website – Allows for the immediate distribution and reception of the latest         campaign news via the Internet.

In addition to the traditional communication methods, many organizations are using electronic newsletters to share campaign updates with both internal and external audiences. The benefits of electronic newsletters include cost effectiveness, instant delivery and an easy format for constituents to gather information regarding your efforts. I have attached a couple samples for your review.

Consistency in repetition, theme and "look" also are important to consider. Whether it's letterhead or other communication materials, make sure you brand the campaign with its own logo, color scheme and consistent message.

Finally, be certain to budget for the communications plan. Research which communications tools offer your nonprofit the best, most economical and most frequent way to get your message across to all the friends, volunteers and donors who need to hear it.

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