This document summarizes best practices in philanthropic communications and campaign branding. It discusses why organizations conduct fundraising campaigns, how campaigns can build understanding of an institution's vision and focus fundraising. The document also covers linking a campaign brand to the overall institutional brand, developing case statements to connect with donor interests, using various communication channels across the donor journey, and 10 creative principles for effective campaign branding and materials. These include keeping messaging simple, making initiatives concrete, expressing an authentic identity, telling compelling stories, and creating a sense of urgency.

1. Best Practices inPhilanthropic Communications Lipman Hearne | Development Dialogues Sara Stern August 4, 2011

2. 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

3. Why campaign?

4. Giving makesyou stronger 4 Lipman Hearne | Development Dialogues

6. Create excitement about your institution

7. Create a timeframe and sense of urgency

8. Build capacity

9. Focus fundraising on specific, high‐priority objectives

10. Launch new initiatives (and/or construct new facilities)

11. (Or, define your present activities in compelling ways)5 Lipman Hearne | Development Dialogues

15. $1.25B+ raised in Q2 2010Donor confidence stabilizing Institutional need still present—particularly in regard to public institutions in challenged states 7 Lipman Hearne | Development Dialogues

17. Ultimately, the campaign helps organize and promulgate institutional vision—and future impact.

19. Goes beyond “business as usual”

20. Focuses energy, highlights potential

21. Acts as a rallying cry for the converts

22. Presents a “reason to believe” to the disaffectedExcitement 10 Lipman Hearne | Development Dialogues

23. Brand basics

24. Brands exist in the mind 12 Lipman Hearne | Development Dialogues

25. 13 Key brand inputs ExternalPerceptions InternalPerceptions Core Institutional Vision BRAND Competitive Analysis Reasons to Believe Lipman Hearne | Development Dialogues

26. But a great brand lives in the mind and captures the heart 14 Lipman Hearne | Development Dialogues

27. 15 Published by CASE in March 2010 Lipman Hearne | Development Dialogues

29. …a tagline

30. …an ad

31. …a viewbook

32. …an uncontrollable Presidential impulseLipman Hearne | Development Dialogues

33. The famous swoosh 17 Lipman Hearne | Development Dialogues

34. “Just Do It”...personified 18 Lipman Hearne | Development Dialogues

35. “Just Do It”…amplified 19 Lipman Hearne | Development Dialogues

36. “Just Do It”…taken much too far 20 Lipman Hearne | Development Dialogues

37. Basic definition 21 Brand is the promise of an experience. Lipman Hearne | Development Dialogues

39. Red Cross helps me in a disaster.

41. What impact do you have on the lives of audience? Faculty/Physicians? Staff? Alumni? Patients? Donors?

42. What is different about your offer?How does your brand become a valued “badge” of affiliation? Lipman Hearne | Development Dialogues

44. For alumni, brand “stuck in amber”

45. Leader as symbol of character, quality

46. History—age, size, endowment

47. “Consumer” experience: athletic teams, performances, physical presence, alumni interaction, etc.

48. Third-party endorsements: rankings, testimonials

49. Community visibility, engagement

50. Media presence—earned and advertising

51. Branded collateral—licensed goodsLipman Hearne | Development Dialogues

53. Leader as symbol of character, quality

54. Research breakthroughs

55. History of firsts, bests, and “onlies”

56. Customer experience: ease of appointments, wait time, nursing, and way-finding

57. Physical environment, built for healing?

58. Third-party endorsements: rankings, testimonials

59. Community visibility, engagement

60. Media presence—earned and advertisingLipman Hearne | Development Dialogues

62. Speaks to diverse constituents

63. Clarifies value proposition

64. Casts institution in heroic role

65. Creates brand ambassadors

66. Provides stakeholders a reason to strengthen affiliationMost important: It makes a promise that you can keep Lipman Hearne | Development Dialogues

67. “Don’t let your mouth write no checks your a** can’t cash.” —Bo Diddley 26 Bo knows… Lipman Hearne | Development Dialogues

68. 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

69. Linking the campaign brandto the institutional brand

71. Giving back vs. giving forward

72. Institutional vs. personal

73. Emotional vs. logical

77. Getting started

80. Why these goals?

81. How will achievement of these goals enable the institution to fulfill its mission?

82. How will the institution be transformed by a successful campaign?Lipman Hearne | Development Dialogues

84. What are competitors doing?

85. What did you do last time?Lipman Hearne | Development Dialogues

86. Making the case—connecting with donor interests

88. Why is this campaign important now? Lipman Hearne | Development Dialogues

89. Process & channels

91. Website

92. Social media

93. Public relations

94. Stewardship materials

95. Board/committee engagement

96. Website

97. Social media

98. Website

99. Annual fund materials

100. Solicitation/cultivationmaterials

101. Campaign brochure

102. Campaign video

103. Social media

104. WebsiteFrom awareness to evangelism 37 Lipman Hearne | Development Dialogues

105. 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

107. Generate excitement and sense of momentum

108. Portray gifts as transformational

109. Increase the confidence of campaign volunteer leaders

110. Show the campaign is not “business as usual” Lipman Hearne | Development Dialogues

111. 10 creative principles

112. 1: Keep it Simple 41 Duke University, North Carolina Lipman Hearne | Development Dialogues

113. 2a: Make it Concrete 42 University of Akron Lipman Hearne | Development Dialogues

114. 2b: Make it Concrete Adler Planetarium 43 Lipman Hearne | Development Dialogues

115. 3: Express the True You 44 Sewanee: University of the South Lipman Hearne | Development Dialogues

116. 4: Make them Care 45 Jerusalem International YMCA Lipman Hearne | Development Dialogues

117. 5: Make it Surprising 46 University of Wisconsin–Milwaukee Lipman Hearne | Development Dialogues

118. 6a: Tell Stories 47 Trinity University Lipman Hearne | Development Dialogues

119. 6b: Tell Stories Rush University Medical Center 48 Lipman Hearne | Development Dialogues

120. 7a: Get a Personality 49 Baltimore Museum of Art Lipman Hearne | Development Dialogues

121. 7b: Get a Personality Chicago Symphony Orchestra 50 Lipman Hearne | Development Dialogues

122. 8a: Make it Urgent 51 Young Epidemiology Scholarship Competition Lipman Hearne | Development Dialogues

123. 8b: Make it Urgent United Methodist Church Imagine No Malaria initiative 52 Lipman Hearne | Development Dialogues

124. 9: Infuse it with Energy 53 Baltimore Museum of Art Lipman Hearne | Development Dialogues

125. 10: Stageit Denison University A letter? Lipman Hearne | Development Dialogues 54

126. Examples

127. 56 Lipman Hearne | Development Dialogues

128. 57 Lipman Hearne | Development Dialogues

129. Lipman Hearne | Development Dialogues 58

130. 59 Lipman Hearne | Development Dialogues

131. 60 Lipman Hearne | Development Dialogues

132. 61 Lipman Hearne | Development Dialogues

133. Stanford’s road show Lipman Hearne | Development Dialogues 62

134. Sustaining Engagement Lipman Hearne | Development Dialogues 63

135. Websites referenced http://giving.utexas.edu/why-give/your-gifts-at-work/ http://thehumanfactor.mit.edu/ http://campaign.berkeley.edu/photobooth/) http://www.seattlechildrens.org/storyproject/ http://www.giving.umich.edu/gift/ http://stanfordalumni.org/leadingmatters/portland/ Lipman Hearne | Development Dialogues 64

136. Thank you.