Superlatives and extremes draw people in. The biggest, the smallest, the fastest, the longest-lasting — these claims don’t just grab attention; they instantly establish credibility. In a crowded fundraising landscape, a clear, quantifiable superlative gives donors a compelling reason to engage.
Biggest, smallest, fastest, most
Superlatives define leadership. The strongest campaigns lean into measurable, verifiable extremes that make their mission impossible to ignore.
An organization that provides the most meals, grows the fastest, or reaches a milestone first gives people a reason to take notice.
The University of Southern California’s “Campaign for USC” set a record as the fastest private university campaign to reach $6 billion, demonstrating the power of clear, ambitious goal-setting in fundraising.
Longest-lasting, most enduring
Superlatives don’t always focus on size — they can highlight longevity, resilience, and deep roots.
These claims signal stability, a proven track record, and an ability to create lasting change.
The Salvation Army’s Red Kettle Campaign has run since 1891, making it one of the longest-standing fundraising initiatives in the U.S. Its endurance builds trust, tradition, and confidence among donors.
Boldest, most audacious
Standing out isn’t just about being the biggest or the longest-running. Sometimes, boldness itself makes the difference.
Campaigns that take risks and embrace audacity create urgency and excitement. They challenge people to act.
The Ice Bucket Challenge for ALS research exploded into a global movement by daring people to take part in something extreme. The campaign’s success stemmed from its sheer audacity — turning an everyday act into a viral fundraising juggernaut that raised over $220 million.
How to apply superlatives to your campaign
If your organization can own a superlative, focus on:
- Identifying your extreme: What do you do better, faster, or bigger than anyone else? Maybe it’s the largest impact, the first of its kind, or the boldest approach.
- Backing it up: Every claim must be verifiable. If you say you’re the largest, show the numbers. If you claim to be the first, prove it with history.
- Telling the story: The superlative is just the hook. The real power comes from weaving it into a compelling narrative that drives action.
- Owning the boldness: Extremes work because they make a statement. If you want to stand out, embrace your position with confidence.
On remarkability
Superlatives and extremes don’t just make a campaign sound impressive — they make it undeniable. Whether through scale, longevity, or bold ambition, giving donors a clear, standout reason to engage leads to greater impact.
Featured image credit: Adobe Firefly + Tom Osborne
