One solution is to simplify how you talk about your campaign. By strategically developing a campaign theme and verbal identity—a positioning statement with key messages—you’re breaking down a multilayered concept into concise, memorable phrases that your advancement staff and volunteers can easily use to explain the campaign’s impact.
How is a verbal identity used in campaign communications?
- Case for Support — Use the verbal identity as a blueprint for writing your case for support.
- Campaign Introduction Packet — Before the campaign is launched publicly, be sure your internal constituents understand the priorities and are prepared to be your best ambassadors, while also being inspired to contribute themselves.
- Day-to-day Communications — Talk about your campaign in a consistent manner by using your verbal identity as a touchstone for email, speeches, articles, and other communications.
- Campaign Microsite — Pull words, phrases, and messaging from your verbal identity and integrate them throughout your campaign microsite to make a positive first impression and inspire prospects to give.
- Campaign Video — Lean heavily on key messages from the verbal identity to inform storyboarding and script generation.
- Advancement Materials — Create campaign-specific content—including targeted appeals, newsletters, direct mail calls to action, and social media campaigns—by extracting messaging from the verbal identity roadmap.
- Impact Report and Stewardship — Align storytelling topics, fundraising progress, statistics, and thank you language with messaging taken from the verbal identity to reinforce why a donor’s investment is valuable and will make an impact.
Set your campaign up for success by providing your advancement and marketing teams with a verbal identity that anchors and informs all of your campaign communications.
