Your Capital Campaign Needs a Communications Plan

If you’re planning a capital campaign, you’re probably thinking about donor lists, gift tables, and campaign chairs. But there’s one critical element that often gets overlooked: your campaign communications strategy.

At Fundraising Sol, we like to say that communications aren’t just what you say—they’re how you build energy, trust, and ownership across your community. Done right, your communications plan becomes the backbone of the campaign. Done wrong (or not at all), it becomes a missed opportunity to engage, inspire, and inform.

Here’s how to think about it.

What Is a Campaign Communications Plan?

A campaign communications plan is your roadmap for how you’ll keep people informed and inspired throughout your capital campaign journey.

It outlines:

• Who your audiences are (e.g., major donors, congregants, staff, volunteers, media)

• What key messages you want to share (and which ones you don't!)

• When and how often you’ll communicate

• Which channels you’ll use (email, social media, print, events, sermons, etc.)

• Who’s responsible for creating and delivering each piece

This plan evolves over time—from quiet phase to public launch to final push—but thinking through your strategy early helps avoid confusion, duplication, and missed moments.

Start with Your Core Audiences

Every campaign has a few key audiences who need special attention. Your communications plan should include tailored strategies for:

• Internal stakeholders (board, staff, campaign leadership): They need early alignment and talking points.

• Major donors and lead prospects: Personalized updates and previews can build trust and momentum.

• General supporters or members: They need to feel part of the journey—even if they’re not giving the biggest gifts.

• Wider community and media: Especially in the public phase, visibility matters.

Don’t Just Inform—Inspire

Campaign communications aren’t just about sharing updates. They’re about building belief in your vision. Think stories, not just stats. Think images, not just timelines.

Too many campaigns default to dry, logistical updates. Instead, consider:

• Sharing personal stories of impact

• Offering sneak peeks or site tours

• Featuring donor testimonials or quotes

• Using visuals that make the goal tangible

Map Your Campaign Milestones (Starting with Feasibility!)

Use a timeline to map your campaign phases—including your feasibility study—and what you’ll communicate in each based on the phase and the goal:

Phase: Pre-campaign

Goal: Build readiness

Sample Communications: Internal talking points, board FAQ, campaign case preview

Phase: Feasibility study

Goal: Gather feedback

Sample Communications: Scripts for interviews, update emails to participants, internal recaps

Phase: Quiet phase

Goal: Secure lead gifts

Sample Communications: Personal updates, one-pagers, major donor packets

Phase: Public launch

Goal: Inspire broad support

Sample Communications: Website updates, kickoff events, social media push

Phase: Final phase

Goal: Finish strong

Sample Communications: Countdown graphics, challenge match emails, gratitude posts

Plan for Leadership Visibility

If your Executive Director or Pastor will be a campaign spokesperson, plan for how and when they’ll speak:

• Video messages

• Sermons or presentations

• Blog posts or personal letters

• Donor meetings

You don’t need to do everything at once. But consistency over time builds trust.

Keep It Simple, and Stick With It

Campaign communications don’t need to be fancy—they just need to be clear, consistent, and mission-aligned.

Keep asking:

• Does this message reflect our campaign vision?

• Is it clear what we’re asking people to do?

• Are we telling the story of what this campaign will make possible?

Bonus Tip: Don’t Forget Internal Comms

Your board, staff, and volunteers are your biggest ambassadors. Make sure they’re not hearing things secondhand. A short internal update every 4–6 weeks can go a long way.

Final Thought

Campaigns are a marathon, not a sprint—and communication is the water station along the way. If your campaign is worth running, it’s worth talking about clearly and often.

Interested in a Campaign Communications Template to help you get started?

Drop a "Comms" in the comments or send us a message—we’re happy to share!

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​Founder of Fundraising Sol and a fundraising strategist with two decades of experience. She is deeply passionate about relationship building, individual donor work, and supporting nonprofit professionals’ health and wellness to enable them to deliver their best work.