Best Practices for Campaign Design

For nonprofit campaigns in 2026 and beyond, let’s focus on what we know DOES WORK and capitalize on what potential donors EXPECT.

Let’s face it.

Donors (especially top-of-the-pyramid philanthropists) are inundated with solicitations from a myriad of worthy causes. Daily. Consider adopting new and forward-thinking approaches, strategies and tactics that connect your campaign/giving opportunity with the interest/giving plans of qualified individuals, foundations and corporations.

Focus on Storytelling & Impact (impact stories, beneficiary journeys, donor/volunteer spotlights), Transparency (where donations go, behind-the-scenes insights), Education (FAQ, cause importance, truths, statistics, industry trends) and Engagement & Action (donor matches, campaign gift challenges, guest posts, events). These initiatives help build brand awareness, intrigue, empathy, trust, and action, using visuals and video to amplify emotional connection and reach. 

1) STORYTELLING AND IMPACT

• Beneficiary Spotlights: Share in-depth stories of individuals, families or constituents helped, showcasing transformation over time.

• Volunteer/Donor Spotlights: Feature dedicated individuals conveying their giving journey and connection to the cause. Focus on their inspiration and how/why your organization is prioritized in their annual giving plans.

• Impact Stories: Use data and narratives to show measurable outcomes of your work. Use KPIs which all donors will connect with (e.g. youth served, patients treated, water wells drilled/villages impacted, veterans served, certifications completed).

• "Day in the Life": Offer a behind-the-scenes look at staff or volunteers in action to humanize your organization. One museum took potential donors on a video tour through a museum; they had the chance to catch the energy and passion from a volunteer who was not ‘selling’…rather compelling sharing history, exhibits and installations.

Genius Point: Personalization is key. Donors notice when you use their name, acknowledge their history and point to something special they made happen within your organization, or recognize their loyal monthly support. These small details signal respect and appreciation. A thoughtful communications calendar can help ensure your outreach is timely, relevant, and consistent—benefiting both your donors and your fundraising goals.

2) TRANSPARENCY AND EDUCATION

• Where Donations Go: Clearly explain how funds are procured, where and how they are deposited/invested and how they are distributed to prioritized programs. Go ahead and invite donors/prospective donors to contact a CDO if they have questions, inputs or insights.

• FAQ Series: Answer common questions about your cause, programs, or operations, using expert staff. Be sure to include ‘impact data’ within this template (e.g., how many youth are positively impacted per semester?).

• Why It Matters: Convey data, trends and milestones; then explain the urgency of requested funds and tie all statistics/progress back to your mission.

• Industry Insights: Share industry news and the latest trends to position your nonprofit as a thought leader. 
  

3) ENGAGEMENT AND ACTIONS

• Challenges: Create community challenges with a branded hashtag to drive participation and awareness (like the Ice Bucket Challenge).

• Guest Bloggers: Invite partners, experts, impacted constituents and/or supporters to share their perspectives and tell their stories.

• Event Spotlights: Promote upcoming events or recap past ones with photos/videos to show community involvement. Highlight happy and engaged supporters; Highlight happy and engaged staff members; Highlight happy and engaged constituents.

• Interactive Content: Create quizzes, surveys, polls, and downloadable resources related to your mission. Reward a ‘winner’ of an online quiz related to your organizational mission receive a free pass to your next event or gala.  
  

Bonus: Campaign Structure Ideas

• Recurring Giving Campaign: Focus on steady support with posts highlighting consistent impact.
  

• Matching Gift Campaign: Inform supporters about employer matching programs to double donations.
  

• "Sponsor a ___________" Campaign: Ask for specific, tangible donations (e.g., sponsor a meal, book, scholarship, membership, etc.). Show happy and engaged constituents benefitting from these potentially small but meaningful sponsorships.
  

• Specifically identify what your Campaign aims to do:  

  If an Endowment Campaign, communicate long term funding benefits. If a Capital Campaign, focus on how the building will benefit staff, volunteers, teachers, students and/or constituents. If a Project/Program Campaign, communicate important details (financial goal, timeline, funding increments, funding progress to date, featured donors, featured gifts…) which emphasize the projects key elements and difference-making outcomes.
  

• Clemons-Associates team loves the idea of giving each campaign its OWN brand identity. Consider some of the word play we have used in designing $10M - $25M campaigns for a variety of clients.

For the Oklahoma Center for Nonprofits ($10.5M goal), we named the campaign

‘Centered on Impact’ and gave the platform its own identification, logo and tagline.

For the Will Rogers Memorial Museum ($18M goal), we named the campaign ‘Together We Will’ and gave the platform its own identification, logo and tagline.

For the Epsilon Epsilon Chapter of the Sigma Nu fraternity ($12M goal), we named the campaign ‘Centennial Campaign’ and gave the platform its own identification, logo and tagline.

For the Pi Chapter of the Alpha Gamma Rho fraternity ($9.5M goal), we named the

campaign ‘Campaign of the Century’ and gave the platform its own identification, logo and tagline.

For the River of Life ministry ($4M goal), we designed a custom brand identification, logo and tagline. Located near Seole, South Korea, this incredible ministry takes the gospel of Christ into tyrannical countries and impacts thousands of lives annually.

The Clemons-Associates team has a host of talented members to serve you. Heck, our team members helped design the plan, write the copy, develop the impact stories, and build the graphics for the state of Oklahoma's first successful ONE BILLION dollar campaign (kudos to visionary Burn Hargis!)

And if you are considering a major gift campaign in 2026, the Clemons-Associates team is happy to ‘talk turkey’ with you relative to your SWOT analysis, capital/endowment needs, impact stories, campaign's case for support and NEXT STEPS planning serving your mission and working with key Board, Committee Members and staff.

Pictured: Craig Clemons with his close friend; the late Philanthropist and President/Founder/Board Chairman of Express Employment Professionals, Bob Funk, Sr.

Seeking expert assistance from seasoned professionals?

Contact Craig Clemons at craig@clemons-associates.com or one of our rock star associates for more details. Clemons & Associates is on standby to help you with brand identity, strategic messaging, campaigns, digital assets and programs/projects. See more blog articles at clemons-associates.com.