Your Number One Tool for Campaign Planning

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Published March 17, 2015 Reading Time: 2 minutes

Many nonprofits make the mistake of diving straight into their fundraising campaigns without any preparation. When you jump in without laying the necessary groundwork, it’s like trying to reach an unknown destination, without any directions.

You’re left hoping that you’ll somehow end up where you’re supposed to.

The most successful fundraising campaigns are the result of effective preparation. In order to achieve success, you need to do some homework prior to your launch. This means you need to clearly define your goals and the steps necessary to achieve them. Preparation includes outlining your key metrics, target audiences, campaign theme, and fundraising and marketing strategy—just to name a few.

Essentially, you need to build a roadmap for your campaign, and that’s where the campaign brief comes in.

Your Roadmap: The Campaign Brief

A campaign brief is a document that states the chief details of your fundraising campaign. It’s a crucial tool that helps you establish your goals and plan your entire campaign strategy.

Your brief helps to keep your team focused on the campaign’s objectives from start to finish. It also allows you to map out your fundraising and communication strategies more effectively, so you know exactly how to keep supporters engaged the whole way through. Using the campaign brief to build these strategies, you can identify the tools you need to create a cohesive fundraising experience for your community.

This central document also unifies efforts across multiple teams. Fundraising campaigns are typically executed by a number of different departments, so creating a campaign brief helps to keep everyone on the same page. It aligns expectations, guidelines, and efforts across your entire staff.

Create Your Own Campaign Brief

How do you create an effective campaign brief? You need to input and structure your information in such a way that sets you up for as much fundraising success as possible.

To help you out, we created a free Plan Your Campaign Field Guide, just for you. In it you’ll find:

• Step-by-step guidance through a sample brief
• Tips and best practices to consider while planning your campaign
• A customizable template for your own campaign brief

Follow this guide to build your own brief and successfully map out your fundraising campaign. It’s time to plan your best campaign yet.

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