Campaign Communications Phase 2: Leadership

PHASE 2: LEADERSHIP 

In many ways, the leadership phase is the most important phase for communications strategy and creation because it yields the tools that empower you to engage with high-priority donors and close transformational, campaign-making gifts. 

Yes, this is the period where you will develop the core language for use across a case for support, one-sheets, individualized proposals, and so forth. Just as important—if not more so—this is also the period when you develop your vision for how the campaign will play out across all phases, create systems and structures for regularly engaging both internal and external stakeholders, and build capacity to hit the ground running at public launch.

As former in-house development officers, we are especially attuned to these last points about creating systems and building capacity because we understand how quickly needs can arise (or how ongoing processes can fall to the wayside) during a campaign, and we know that an expanded communications toolkit can address many of these issues.  

An important note: in general, we do not recommend creating mature case materials that can also be used for the public phase during this period. Why? They often become dated for reasons beyond a client’s control, requiring costly revisions and reprints. Additionally, we believe that organizations should use the leadership phase to continually gather feedback from donors and incorporate this feedback into existing language. Think ongoing development, iteration, and refinement rather than a one-and-done approach.

Key communications services and deliverables:

• Communications Plan, either for the entirety of the campaign or through public launch

• Case for support, either as a single document or broken into a modular case with a vision statement and individual pieces for each campaign priority

• Major gift proposal template and core language

• Priority area one-sheets

• Decks for use in giving conversations and to communicate about the campaign to your non-development internal colleagues

• Ongoing leadership communications that provide exclusive engagement opportunities for high-priority donors

• Talking points and messaging toolkit to harmonize voices within your organization and provide philanthropic resources to fundraising volunteers

• Coaching for staff with writing responsibilities