Multipronged Moxie

Here are a few of the lessons learned from the NMFA's successful multichannel fundraising worth sharing:

1. Link your campaign to the Mother Brand

Part of the strength of this campaign was that the theme — Stand Behind Military Kids — connected directly to NMFA's goal to be known as the voice for military families. The campaign's look, feel and messages all flowed from the organization's brand, which helps reinforce what it does. While it's fun creatively to come up with new colors, imagery, logos and lines for each campaign, that approach can take more time, cost more money and ultimately doesn't do much to educate your donors about your work beyond that one campaign.