If you don't know where you're going, it's kind of hard
Ultimately, Falk says, "campaign communications are not about your organization's campaign ... they are about your donors and their priorities."
She stresses that, once you're presenting the right case, you have to make your message "stick" by including the chosen language and images in everything from the the president's speeches to campaign materials, right on down to clever and creative places such as the construction barriers surrounding the site where your new building will be erected. "Consistent messaging" is key, she says.
Finally, Falk concludes, the best campaign communications are those that tell stories, that put a human face on your mission. The easier it is for potential donors to connect your organization to real people and the alleviation of their real problems or enrichment of their lives, the easier it will be for them to part with their money.
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