Insights and Inspiration

Advancement professionals are well versed in the donor cultivation cycle of identification, qualification, cultivation, solicitation, and stewardship. Equally important are campaign communications strategies that work in tandem to build awareness, engagement, and investment among prospective donors.

Most schools have an official seal, and for many, it is used as the school’s primary logo, but there is a fundamental difference between a seal and a logo—a seal harkens back to a school's past, whereas a logo represents who you are now and where you are going. Which direction would you rather be headed in?

The right theme — one that is authentic, meaningful, and has impact — can lift your campaign communications to an entirely new level. And a strong theme coupled with bold visuals will make your case for support memorable and compelling to donors, prospects, and the public.

The operational success of schools relies heavily on creating an organizational structure that works well in a particular educational environment, crafting clear, accurate job descriptions for each role, and hiring the best, most qualified people to carry out those job responsibilities. A brand works the same way.

Every school marketer’s charge is to ensure that those on both the inside and the outside of the institution clearly understand who it is, what its unique strengths are, and why it is different from its peers and competitors.

A campaign, regardless of dollar amount or number of priorities, is a significant undertaking for an independent school. Start out smart and set the stage for success by strategically branding your campaign to make every message and tactic work harder for you.