YWCA Campaign Theme & Narrative

RhondaAlbritton

Initial theme ideas and narrative for the YWCA Columbus' 2009 EOY Fundraising Campaign.

Scott Gilman 2

Rhonda,

I think you've got the foundation for a very compelling campaign.

To me, the strongest part of your campaign is that donations will have an immediate impact -- there is a direct correlation between a gift given by a donor, and the services a family will receive almost right away. I'd encourage you to continue to think about how donations will have a tangible effect on people's lives -- $10 feeds a family of four, $50 houses a family of four for three nights, etc.

There is a strong correlation between the services you are offering -- and the language and imagery of this campaign -- with what constituents will also be experiencing during December. Everyone at some point will be at home, will be with family, will be eating meals. I'd make the connection throughout the campaign that what the donor is really doing is ensuring someone in their own community experiences the holidays in a way similar to what they themselves are.

At the same time, and this may be more appropriate as a follow-up in January, perhaps, the needs of those who receive services don't end on December 31. You might consider, for donors to this campaign, a monthly giving program so that people can help meet these same needs more regularly.

But that's getting ahead of ourselves. For now, perhaps a mention of how this one of the busiest times of the year for YWCA Columbus...and therefore the need is pressing. On the last appeal on the 30th or 31st, you could mention that there is still plenty of winter left and that you want to help people start their 2010 with dignity.

One more comment is to try to lead with the specifics...in an almost day-in-the-life type manner. A donation will allow people to wake up in a comfortable bed in a warm room, receive breakfast, take their kids to school and/or receive day-care...all the way through lunch, after-school programming, dinner and again to a bed in a warm place.

What value do we as individuals put on having a comfortable bed and heating? Would you consider a donation so that others in Columbus have access to meals and a bed this Christmas?