In nonprofit fundraising, successful campaigns don’t happen by accident. They require careful planning, consistent messaging, and a clear understanding of donor engagement. Whether running a year-end appeal, launching a special event campaign, or addressing a crisis, the key elements remain the same. This guide will walk you through how to create a structured and impactful campaign, incorporating best practices from fundraising expert Tom Ahern and the StoryBrand framework by Donald Miller. 

Every fundraising campaign follows a similar structure, from giving societies to crisis appeals. The goal is to engage your audience with a compelling story that connects with emotions, without overwhelming them. Here’s how to ensure your campaigns succeed:

1. Know your Audience(s):

Donor fatigue is real, and sending too many appeals to the same people can lead to burnout. To avoid this, it’s crucial to segment your donor list so each group receives relevant, meaningful communication.  

The only two campaigns everyone in your donor file should receive are your: 

Impact Report: This shows donors the results of their support, strengthening their connection with your mission. 

Year-End Campaign: This is the most important appeal of the year, and it should go to everyone on your list. 

Other campaigns—like events, special projects, or crisis appeals—should be sent only to relevant donor segments, ensuring they feel personally involved rather than overwhelmed. 

2. Tell One Story Across All Media 

To truly engage donors, tell a single, focused story across all campaign platforms: direct mail, email, social media, and your website. This is where Donald Miller’s StoryBrand framework becomes invaluable. The StoryBrand approach focuses on making the donor the hero of the story, with your organization as their guide.  

Here’s how to apply it: 

To help donors connect emotionally with your mission, choose one story about one person whose life has been transformed by your organization.  Show how the donor’s support directly leads to positive outcomes.  Make the donor feel like their contribution solves a problem that matters to them. 

This consistent narrative creates an emotional connection, which increases the likelihood of a donation. 

3. Have a Clear Campaign Goal 

A campaign without a clear goal is like a ship without a rudder. Establish a specific, measurable goal before you launch your campaign. This could be a dollar amount, but it could also focus on other metrics: 

1. The number of new board members. 

2. New volunteers or advocates. 

3. A targeted number of new enrollees for a program (e.g., "We need 20 donors to enroll 50 people in our emergency housing program"). 

Having a specific goal gives your campaign direction and provides your donors with a tangible sense of accomplishment. 

4. Send at Least One Appeal in the Mail (but aim for 2)

Even in the digital age, mail is still king in direct marketing fundraising. According to fundraising expert Tom Ahern, people still give more through mail than any other source, including websites and social media. 

Best practices around mail: 

Send at least one direct mail piece per campaign, using the same story you’re telling across other platforms. 

If possible, send two mailings: the first introduces the story, and the second reminds donors that they only have a few days left to make an impact. 

Remember, telling one powerful story about one person in your mail appeal can significantly increase engagement and donations. As Ahern emphasizes, donors respond to emotion. A story that captures the heart of your mission will inspire action. 

5. Send a minimum of 5 emails per campaign

For every campaign, a multi-touch approach is key. At a minimum, send five emails throughout the campaign: 

Launch email: Introduce the campaign and the story. 

Follow-up emails:  Remind donors of the goal and share progress updates. 

Final push:  Let donors know time is running out. 

Email is an excellent way to reinforce your direct mail appeal and keep your campaign top of mind. For longer campaigns (like year-end), you may have 12 or more emails.  Just make sure they are impactful and have a clear call-to-action. 

6. Post Consistently on Social Media 

Depending on the length of your campaign, aim for between 8 and 20 social media posts across all channels. Social media is where you can engage your followers in real time, providing updates and creating a sense of urgency as the campaign deadline approaches. Use images and videos to bring your story to life, and always include a clear call to action. 

7. Wrap Up with Gratitude and Transparency 

Once your campaign ends, don’t just move on – Close the loop with your donors and community. Send a wrap-up email and post on social media to share the campaign outcomes. Let your donors know how much was raised, how many lives will be impacted, or what the next steps are. 

Even if you didn’t meet your financial goal, share positive outcomes and emphasize what was achieved with their help. Transparency builds trust, and expressing gratitude will help strengthen your relationship with donors. 

8. Stewardship: The Key to Lasting Relationships 

While campaigns bring donations, donor stewardship builds long-term relationships that turn what could be a one-time donor into a life-long supporter. Great stewardship means going beyond the "thank you" to show donors how much their support is valued and how it’s making a difference. 

Consider incorporating some of these ideas into your stewardship plan: 

1. Personalized thank-you notes from beneficiaries or board members. 

2. Personalized videos from staff, beneficiaries, or board members. 

3. Regular impact updates that keep donors in the loop on how their contributions are used. 

4. Exclusive invitations to events or behind-the-scenes tours that make donors feel like insiders. 

Tom Ahern often speaks about the importance of making donors feel part of an inner circle—people who are truly essential to the mission. By focusing on stewardship, you deepen these relationships, increasing the likelihood that donors will give again and again. 

Every fundraising campaign is an opportunity to bring your donors closer to your mission. By following a structured approach—segmenting your audience, telling a single story, setting clear goals, and stewarding your donors—you can create campaigns that resonate deeply and inspire action. Incorporating best practices from experts like Tom Ahern and Donald Miller, your nonprofit can build lasting relationships that fuel long-term success.