Presented to attendees of Capital Development Services' workshop for nonprofit leaders, this discussion centered on the importance of making an emotional connection with donors through your campaign's messaging.

1. Telling Your Story—the Case for Support

2. The case for support defined
- executive summary
- introduction
- statement of need
- objectives
- project methods
- evaluation
- budget

4. ‘Although the non-profit sector remains devoted and
enamored of empirical evidence, it often fails to realize
that the battle of hearts and minds starts with the hearts.’

5. Your mission is not your story.

6. Use your campaign theme and identity to
differentiate and inform.

7. Ineffective themes:
- Campaign for the 21st Century
- Campaign for the Millennium
- Running with the Vision
- Moving Forward
- Tomorrow Begins Today
- Transforming Lives Campaign

8. Identify the single most important benefit to your donor.

9. The Children’s Home–Winston-Salem, NC
Key benefit: By supporting the Children’s Home, you are
cultivating healthy, safe, and principled lives for growing
children.

13. All Kinds of Minds–Chapel Hill, NC
Key benefit: By supporting the expansion and growth of
All Kinds of Minds, you help provide access to this program
to every child who needs it.

18. Hospice and Palliative Carecenter–Winston-Salem, NC
Key benefit: By supporting Hospice, you help ensure that a
person in their last moments is vitally connected to hope,
respite, and support.

21. The Forest History Society–Durham, NC
Key benefit: Your support of The Forest History Society helps
mankind make informed decisions that will result in a
brighter future for our forests.

24. YMCA of Northwest North Carolina—Winston-Salem, NC
Key benefit: The YMCA of Northwest North Carolina is the
dependable and dynamic interplay of personal wellness
and social engagement.

27. Consistency strengthens recognition and understanding.

37. Compliment your organizational identity.

42. - People give when they connect emotionally.
- Your mission is not your story.
- Use your campaign theme to differentiate and inform.
- Consistency strengthens recognition and understanding.
- Your campaign identity should compliment your
organization’s identity.

43. M Creative provides values-driven strategic communications to
visionary organizations so they can grow, become stronger, and
do more good for more people.
We make that happen through informed strategy, distinctive
identities, and persuasive narratives that motivate donors to
give, students to succeed, families to cope, volunteers to serve,
neighbors to care, and communities to know.
www.mcreative.net
336-631-9666