9 Principles for Branding Your Capital Campaign


9 Principles for Branding Your Capital Campaign


Table of Contents


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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Why is this event retired?

At AI we want to always ensure that the best and most current trainings are available to members, and we regularly review our trainings to ensure that is the case.