The Campaign Is the Catalyst

With public skepticism around the value of higher education—and a U.S. administration slashing research funding while targeting institutions with large endowments—it’s understandable why many universities are considering delaying or downplaying their fundraising campaigns.

The timing doesn't feel right.
The support isn't guaranteed.
The board might hesitate.
The optics are tricky.

Over the past few months, I’ve spoken with many senior advancement leaders—people who have collectively led divisions responsible for raising more than $30 billion in philanthropy. And while views on campaigns in this current climate are mixed, one thing is consistent: we’re operating in an era of great uncertainty and risk.

But here’s what I’ve learned from working inside and alongside many institutions:

A campaign isn’t just a fundraising mechanism. It’s a moment of permission.

Permission to stretch.
To clarify priorities.
To unify messaging.
To tell your story with more clarity and courage than ever before.

This moment—especially this moment—is exactly when campaigns matter most.

A Campaign Is Permission to Stretch—Even in a Time of Risk

Campaigns invite institutions to stop playing it safe.

When done right, they don’t just raise dollars. They accelerate clarity and alignment across messaging, brand, and engagement strategy. They force teams to answer harder questions. And they create a platform for institutional storytelling that connects audiences to a larger purpose.

I’ve seen campaigns serve as the launchpad for:

• Evolving organizational structures
• Modernizing technology
• Updating visual identity systems
• Reworking legacy messaging
• Getting the data house in order
• Introducing new segmentation strategies
• Re-aligning Central MarComm and Advancement priorities (see my past issue on the silo problem costing institutions millions)
• Equipping internal teams with stronger tools and language

And more often than not, it’s the communications strategy—not just the fundraising strategy—that determines how far the campaign can go.

This is especially true now, when leaders must walk a careful line between aspiration and accountability. Campaign communications must resonate deeply, while also acknowledging today's political, economic, and institutional realities.

Because it’s the messaging that unites internal partners.
The creative that rallies donors.
The vision that moves alumni from passive affinity to real action.

A great campaign doesn't just support the institution—it challenges it to grow.

And the teams that lead communications during campaigns aren’t just executing. They’re shaping the future voice of the institution.

Translating Insight Into Strategy

So how do you build campaign messaging that stretches your institution without losing trust or momentum? Start here:

Final Thought

Whether your campaign is on the horizon or already underway, this moment calls for clear, courageous storytelling.

Messaging isn’t just about execution—it’s about influence. The strongest campaign communications don’t just describe what’s happening; they stir emotion and inspire belief in what’s possible.

If this sparked something for you, feel free to reach out. Even an email exchange or short conversation can go a long way in helping you reset or refocus your strategy, whether now or down the road.

Dan

Whenever you're ready, here are 3 ways I can help:

🎯 1:1 Consultation: Book a paid 45-minute session to tap into 20 years of high-impact experience. We'll tackle your most pressing strategic challenge, and you'll walk away with clarity and an action plan.

🎤 Speaking & Workshops: Looking for a speaker, podcast guest, or workshop leader to inspire your audience or team? Schedule a free discovery call to explore how I can bring fresh ideas to your organization.

🔍 Strategic Assessment: Invest in an evaluation of your team, brand, or campaign—with data-backed insights and strategic recommendations to optimize your efforts and drive results. Learn more about my services.​