When planning your next campaign, assess it against two sets of criteria.
Internal appropriateness — what can your team actually deliver?
- Do you have the staff or volunteer expertise?
- What are the predicted returns vs cost?
- Do you have past experience with this type of campaign?
- Are volunteers available to support it?
External appropriateness — will it resonate?
- Is there public concern or awareness around this issue right now?
- How many potential donors can you reach?
- How clearly can you show the impact on beneficiaries?
- Is there something unique or novel about the campaign?
- How easy is it for supporters to participate?
There are two major types of appeals:
Outcome driven — your goal frames the messaging. “Help us house 50 families this winter” gives donors a concrete vision to rally behind. The campaign title, copy, and landing page all focus on that outcome.
Activity driven — the campaign centres on a fun or engaging activity. The World’s Greatest Shave, Steptember, and Dry July are all examples. The activity creates the hook; the cause provides the meaning.
Both work. The best campaigns often combine elements of each — a clear outcome goal delivered through an engaging activity.
