Why a One-Page Campaign Brief Can Save You 100 Emails

How to create clarity and alignment before launching your next fundraising campaign or public initiative

Sheree Cannon | Nonprofit Strategist & Consultant | Author

© Sheree Cannon, author. All rights reserved.

Introduction

Before every campaign, there’s usually a flurry of activity:Messaging drafts. Design edits. Scheduling conflicts. Questions about who’s doing what—and when.

And somewhere in the middle, a leader sighs and says,“Didn’t we already talk about this?”

The truth is, most miscommunication happens because the core details weren’t captured in one clear place.

That’s where a one-page campaign brief comes in.

This white paper outlines how to use a simple briefing format to make sure every campaign—whether it’s a fundraising push, giving day, or community event—is aligned, efficient, and easier for everyone involved.

Why Campaign Confusion Happens

Even with strong teams, confusion can creep in:

• People work from different email threads or meeting notes

• Roles and deliverables aren’t clearly assigned

• Deadlines get missed

• The campaign launches with messaging that feels off

• Internal stress leaks into donor communications

You don’t need more meetings—you need more clarity at the start.

“A one-page brief doesn’t slow things down. It prevents everything from falling apart later.”

What a One-Page Campaign Brief Should Include

This tool isn’t complicated—it’s focused. It answers the essential questions your team and stakeholders need to stay aligned.

1. Campaign Name and Purpose

• What are we calling this campaign?

• Why are we running it now?

• What’s the strategic or seasonal context?

Example: “Spring Into Service – a three-week donor engagement campaign focused on volunteer-driven impact.”

2. Primary Goal(s)

• What exactly are we trying to achieve?

  • Raise $25,000

  • Reach 100 new donors

  • Secure 15 new monthly givers

  • Increase board participation

• How will success be measured?
  

3. Core Message or Theme

• What’s the story or focus?

• Is there a tagline, campaign title, or theme line?

• What feelings or values do we want the campaign to convey?
  

4. Key Dates and Timeline

• Launch date

• Key internal deadlines (copy due, design locked, testing, etc.)

• Donor or public-facing milestones

• End date and wrap-up plan
  

5. Audience and Channels

• Who are we trying to reach?

• What platforms will we use?

  • Email

  • Social media

  • Direct mail

  • Phone calls

  • Event components

• Are there segments that require special messaging?
  

6. Roles and Responsibilities

• Who is leading the campaign overall?

• Who’s writing, designing, reviewing, sending?

• Who’s responsible for follow-up, stewardship, reporting?
  

7. Budget and Assets

• Any costs (printing, design, ads)?

• What materials are needed (graphics, photos, videos)?

• Is this budgeted—and who approves expenses?
  

8. Notes and Approvals

• What still needs board sign-off or leadership review?

• Where will files live?

• Who’s updating the team on progress?
  

How to Use It

• Create the brief before kickoff meetings

• Distribute it to all stakeholders at once

• Reference it weekly during the campaign

• Use it post-campaign to track results and debrief

When everyone’s working from the same page—literally—things move more smoothly.

Conclusion: Campaigns Should Feel Aligned, Not Chaotic

Fundraising and outreach work better when your team isn’t guessing.A one-page campaign brief gives everyone clarity—without requiring a project management degree.

It saves time, strengthens outcomes, and helps your people stay focused on what matters: inviting support in a way that’s thoughtful, strategic, and aligned with your mission.

Contact

shereecannon.com sheree@shereecannon.com