When you see those glossy campaign ads with that perfect message, there’s something that’s never visible: the sheer amount of thought required when you take a complex cause and try to distill it into one line.

On theme. One message that will immediately resonate. Hit home.

When working on a campaign, how do you create a concept that captures it all – well?

(Spoiler alert: we give you a step-by-step and sample below.)

That’s what we had to do with Yaldei, an organization that supports families of Shluchim raising children with special needs.

The amount of services they offer is staggering. The scope of how they help is massive.

But we didn’t have paragraphs and paragraphs to explain. Clarity and simplicity are key – especially when it comes to $300K campaigns.

So here’s what we did:

We interviewed parents. Combed through feedback. Reviewed every program.

Then we tried to find a common denominator.

Let’s see if you can find this one on your own.

Here is some of the family feedback we reviewed:

• “Thank you for always being there.”
• “It was nice knowing we were not alone, knowing that they are always there to help.”
• “Yaldei’s always looking out for not only medical needs, but the entire family’s well-being.”
• “No matter how hard, we’re never alone because Yaldei is there with us.”

Before continuing to scroll, take a minute to think. What do you see threaded between all of these?

(We made it easier by leaving only the most important parts of the most important pieces.)

Scroll when you’re ready…

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Now we’ll show you the final campaign theme:

ALWAYS THERE.

In hindsight, the idea can feel almost obvious. “Of course, that’s it!” But it took a lot of connecting the dots to get there. Which is the best way to build a theme that is:

• Flexible: Easy to adapt using different messaging (super important for a campaign, because you don’t want to run out of ways to use it!)
• Natural: Straightforward and authentic – Yaldei’s ‘voice’
• Real: Reflected the day-to-day experience of Yaldei families

Big campaigns don’t need big ideas. They need the right ideas.

And the best way to find them: follow the steps above.

Our agency helps multi-million dollar nonprofits with marketing strategy and copywriting that touches hearts. And gets people giving. See our NPO packages

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