SayPro Campaign Brief Template.

SayPro Campaign Brief Template

This template will help outline the strategy, objectives, target audience, timeline, and key performance indicators (KPIs) for each fundraising campaign. It serves as a comprehensive guide to ensure that all team members and stakeholders are aligned in their approach and expectations.

Campaign Brief Template

Campaign Name:

Enter the name of the fundraising campaign (e.g., “Winter Giving Campaign”, “Recurring Donation Drive”, “Annual Fundraiser 2025”)

1. Campaign Overview

Brief description of the campaign, its purpose, and what you aim to achieve. This section should set the context for the campaign.

• Purpose of the Campaign:
  Describe why this campaign is being run and the overarching goal (e.g., raise funds for a specific project, acquire new donors, increase recurring donations).
• Campaign Duration:
  Start Date: [Insert date]
  End Date: [Insert date]

2. Campaign Objectives

Clearly define the measurable goals of the campaign. These should be specific, measurable, achievable, relevant, and time-bound (SMART).

• Primary Objective(s):
  E.g., Raise $X for [specific program], acquire X number of new donors, increase monthly recurring donations by X%.
• Secondary Objective(s):
  E.g., Increase social media engagement, promote volunteer opportunities, grow email subscriber list.

3. Target Audience

Define the specific demographic or group of people the campaign is designed to reach. Include details on existing donors as well as new potential supporters.

• Demographic:
  Age, gender, location, interests, income level, past donation behavior (e.g., first-time donors, monthly donors, lapsed donors).
• Psychographic:
  What motivates this group? Are they likely to respond to emotional appeals, urgency, or impact-focused messages?
• Segmentation Strategy:
  Describe how you will segment the audience (e.g., based on past donation history, event attendance, engagement level).

4. Key Messages & Creative Approach

Outline the key messages that will resonate with the target audience and how the creative materials (visuals, copy, video, etc.) will be aligned to these messages.

• Core Campaign Message(s):
  E.g., “Help provide education for underserved children,” “Your support powers lasting change.”
• Tone and Voice:
  Decide on the tone for your messaging (e.g., inspiring, urgent, compassionate, informative).
• Creative Direction:
  Describe any creative ideas or concepts that will be used (e.g., specific colors, images, storytelling approach).
• Call-to-Action (CTA):
  What action do you want people to take? (e.g., donate, sign up for recurring donations, volunteer).

5. Fundraising Strategy and Channels

Define the methods and channels you’ll use to reach the target audience and secure donations.

• Fundraising Channels:
  List the channels you will use (e.g., email campaigns, social media, events, paid advertising, direct mail).
• Donation Mechanism:
  Detail the donation process and platforms (e.g., online donation forms, event ticketing systems, crowdfunding platforms).
• Engagement Plan:
  What will you do to engage potential donors throughout the campaign? (e.g., follow-up emails, thank-you calls, exclusive content).

6. Timeline & Key Milestones

Provide a clear timeline for campaign activities and milestones to track progress.

7. Budget and Resources

Outline the budget for the campaign and any resources required to execute it effectively.

• Total Budget:
  Insert estimated cost for the campaign.
• Breakdown of Expenses:
  List the key budget categories (e.g., advertising, content creation, platform fees, event costs, software subscriptions).
• Human Resources:
  Detail who will be involved in the campaign (e.g., marketing team, outreach staff, creative designers).

8. Success Metrics & KPIs

Identify how success will be measured and the key performance indicators (KPIs) to track throughout the campaign.

• Primary KPIs:
  E.g., total amount raised, number of new donors, percentage increase in recurring donations.
• Secondary KPIs:
  E.g., email open rates, click-through rates, social media engagement (likes, shares, comments).
• Donor Retention:
  E.g., track the percentage of one-time donors who convert to monthly donors.
• Cost-Effectiveness:
  E.g., cost per donor acquired, return on investment (ROI).

9. Post-Campaign Evaluation

Describe how the campaign’s performance will be evaluated and how insights will be applied to future campaigns.

• Review Process:
  Who will be involved in the post-campaign analysis?
• Data Analysis:
  How will the results be measured against goals and KPIs?
• Key Takeaways:
  Identify areas for improvement and lessons learned.

10. Additional Notes or Considerations

Any additional important details that haven’t been covered above (e.g., partnerships, external influencers, matching gift opportunities).

This campaign brief provides a clear and concise framework to guide the planning, execution, and evaluation of SayPro’s fundraising campaigns. It ensures alignment among teams and allows for focused, strategic action to achieve the campaign’s goals.