9 Principles for Branding Your Capital Campaign

(Retired)

Creating a compelling capital campaign brand takes detailed planning and skilled timing.

Branding 101: Understanding what a brand is
Linking your institutional and campaign brand
- Which comes first?
- Do people give to an institution or to a campaign?
- How can a campaign brand resonate with and challenge the institutional brand?
- Examples of complementary institutional and campaign brands
9 creative principles of campaign communications, including:
- Keep it simple
- Tell stories
- Get a personality
Getting started: Planning and deploying a brand for your campaign
- Resourcing a campaign brand
- Answering three fundamental questions

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