Before launching a new fundraising campaign, we often focus on what we want to say. But it’s just as important to pause and consider what’s already understood, or misunderstood, about your organization. What are people carrying into this campaign with them?
Two key questions to ask
- Known: What do prospective donors typically understand about us?
- Unknown: What do we wish more donors knew as part of this new campaign?
The first question gets to the heart of your current reputation, the second points toward your aspirations. When you answer both, you uncover a valuable gap: the space between perception and possibility.
A simple way to begin is to build a Top 5 list for each. Here’s how it might look.
Top 5 Knowns (What donors believe to be true)
- We’ve been around a long time.
- We care deeply about our mission.
- We serve a specific group of people or address a clear need.
- We’re trustworthy stewards of donor support.
- We’re doing good work, even if it’s not widely publicized.
Top 5 Unknowns (What we wish more donors knew)
- More people need our help than ever, and we’re stepping up.
- How we work today looks very different from just a few years ago.
- We’re teaming up with others to make a bigger impact.
- We’re asking donors to help us build lasting change, not quick fixes.
- This campaign isn’t just about keeping things going. It’s about what comes next.
Lists like these offer clarity aligning leadership, staff, and partners around your current brand and your campaign vision. It can also reveal messaging gaps or misconceptions you’ll want to address head-on.
Takeaway
The most effective campaigns meet people where they are, then move them. By naming what’s known and what’s not, you lay the groundwork for stronger storytelling, more straightforward strategy, and deeper donor connection.
