Best Practices inPhilanthropic Communications Lipman Hearne | Development Dialogues Sara Stern August 4, 2011
Why campaign? Brand basics Linking the campaign brand with the institutional brand Getting started Making the case—connecting with donor interests Process & channels 10 creative principles Case study & examples 2 Lipman Hearne | Development Dialogues Today’s Agenda
Donor confidence stabilizing Institutional need still present—particularly in regard to public institutions in challenged states 7 Lipman Hearne | Development Dialogues
Understanding For universities, alumni views often “stuck in amber”
Haven’t really absorbed the evolution of the institution since their graduation
Annual donors and prospects frequently focused on specific projects rather than institutional scope, potential Faculty or program staff prone to seeing unit rather than institutional interests 8 Lipman Hearne | Development Dialogues
Ultimately, the campaign helps organize and promulgate institutional vision—and future impact.
Provides stakeholders a reason to strengthen affiliation
Most important: It makes a promise that you can keep Lipman Hearne | Development Dialogues
“Don’t let your mouth write no checks your a** can’t cash.” —Bo Diddley 26 Bo knows… Lipman Hearne | Development Dialogues
27 Lipman Hearne | Development Dialogs Payoff The reward that our stakeholdersderive from affiliation Pledge The sustaining beliefs and values that motivate us Personality The face we show the world BIG IDEA The essence of the brand Lipman Hearne Proof The verifiable assets and attributes that enable us to claim that positioning BrandPlatform Competitive Positioning A clear understanding of where we stand relative to other organizations and to our audience’s knowledge and expectations Competitive Positioning The fundamental focus of the organization
Linking the campaign brandto the institutional brand
Campaign character 29 Clear understanding of stakeholder e.q.
What hold do we have on donor’s hearts and minds? What role do we play in helping solve a problem that matters to the donor? What have we done in the past that proves our ability to deliver on the promise we make?
Why these projects?
How do these campaign objectives link to the institutional vision and plan? How do these objectives link to donor benefit and interests? How does each objective offer a specific benefit? How do these objectives, taken together, add up to an exciting and believable future for the institution?
What forces create an urgent need to meet campaign objectives?
From awareness to evangelism 37 Lipman Hearne | Development Dialogues
Channels and tactics across the campaign continuum PRE-QUIET/QUIET ADVANCEMENT PUBLIC Case Development Campaign Brand Assets Reputation Management Digital Community Engagement (Social Media) Identity System & Guidelines Collateral Materials Solicitation/Cultivation Materials Campaign Brochure Digital Community Engagement (Social Media) Global Launch Mass Solicitation Campaign Website Digital Community Engagement (Social Media) Campaign Video Campaign Content Across All Channels Public Lipman Hearne | Development Dialogues 38