Campaign communications: Laying the groundwork for a digital-first, phased campaign launch

This paper provides a detailed insight into the communications strategy for the rollout of Georgetown University’s US$3bn fundraising campaign, which involved a gradual, primarily digital launch. A systematic and transparent process enabled the advancement communications team to define its objectives and audiences, develop a strong campaign identity, plan for high-impact collateral, maximise existing communications tools and activate the university community in service to the campaign ambition. Readers will learn about the six guiding observations shaping Georgetown’s work, how communications staff engaged the Board of Directors during the development of the campaign positioning, and the opportunities presented by a digital-first approach. This paper also shares specific strategic considerations that shaped Georgetown’s campaign communications planning and execution — questions that every institution could use to take a principled approach to launch.