What's a campaign brochure?

added by Tivix Team

When non-profits decide to build, expand or improve their physical space, they embark upon a capital campaign.  Capital campaigns typically begin with a "silent phase," during which the vast majority of funds are pledged.  Early pledges come largely as a result of person-to-person solicitations.  The solicitors, by and large, are members of the non-profit board.

In the best of all worlds, board members are both well-connected and articulate.  Based on their passion and their relationships with individuals of wealth, they should be able to obtain major gifts with no problem.

In fact, however, most board members need all the help they can get with their solicitations - and that's where the campaign brochure comes in. 

The campaign brochure is a full-color, beautifully illustrated, leave-behind publication that makes the case for support in carefully crafted prose.  The elements of a campaign brochure should include -

• A campaign theme, which supports your project and can be used in conjunction with your campaign logo, campaign stationery, etc.  Try to put together a few snappy words that tell your story - such as "building on tradition," or "growing together."
• A compelling case for support.  This section may include statistics, emotional success stories, photos, quotes, and other elements that captivate the reader's imagination and open his purse strings.
• Details of the project.  Often, this section includes blueprints or renderings, along with descriptive information about the space you're building or improving.
• A basic budget.  Without going into extensive detail, this section provides a general idea of the costs of major sections of the project.
• Naming opportunities.  If you're building or improving a space, you may find opportunities to associate the name of a donor (individual, family, or foundation) with rooms, spaces, or even objects.
• Names of board members.

A really solid campaign brochure serves as an illustrated script for the solicitor.  As a leave-behind, it also serves as a reminder of the importance of the project - and the opportunity presented by the solicitor to make a real difference to the community.