Campaigns to End Violence against Women and Girls - Virtual ...

advisable to use a sober design, and crisp, clear language without jargon and that
explains all acronyms used. The proposal should summarise all aspects of the
campaign strategy:
� A brief statement of the problem addressed, and its importance and urgency
� the solution envisaged
� the theory of change the campaign is based on
� the target audiences and the actions the campaign will encourage them to
undertake
� the campaign message
� key campaign tactics, tools and activities
� key elements of the communication strategy and how its effectiveness will be
ensured
� the anticipated results
� information on campaign monitoring and evaluation.
7. Following up on the proposal: Where a good rapport with the potential donor has
been established, it should not be problematic to call the donor representative shortly
after sending the proposal to confirm whether it has been received, and offer any
additional information if needed.
Bear in mind:
� A diversified donor portfolio reduces dependence on a single donor and spreads
risks. However, accommodating different donor requirements may swallow much
staff time. Wherever possible, joint reporting formats (e.g. an annual meeting
bringing together all donors, detailed annual or semi-annual campaign reports that
include all activities funded by all donors) should be negotiated with the donors.
� Donor requirements may occasionally conflict with the campaign strategy. For
example, some donors have visibility guidelines that require grantees to display the
donor logo at public events and on printed materials. In countries where politicosocial
movements demonize “Western” influences, it may be counter-productive and
dangerous for VAW campaigners to display logos of “Western” donors. In such welljustified
cases, most donors usually accept a waiver, i.e. an exception from the
standard rules.
INDIVIDUAL AND COMMUNITY DONORS
Individual donors
Different types of people can be approached for support to a campaign: the
campaigners themselves and members of their social networks; participants in
campaign events; community members (in campaigns with a community mobilization
component); visitors to the campaign web-site and other members of the target
audience; segments of the “general public” that may have an interest in the campaign
theme.
There are numerous techniques of mobilizing individual grants and maintaining
productive relationships with individual donors. Many campaign communication tools
can for instance be used in fundraising to catch potential donors’ attention in many
different ways. Letters, websites and public events can include a fundraising component:
letters and websites may invite readers to make a donation by filling in a form; activists
may collect cash donations or addresses for future contact at campaign events.
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Campaigns December 2011