From 'meh' to momentum: how to run a campaign that actually works

When a campaign lands well, it can drive real impact. But when things go wrong, even the best intentions can fall flat. We’ve seen both sides - leading campaigns in-house and bringing that experience into our agency work -and we’ve noticed some common mistakes that can make all the difference between success and… well, a campaign that struggles to hit its target.

Here’s what we’ve learned about what not to do.

1. A strong campaign identity matters

Your campaign’s design isn’t just about making things look pretty - it’s about recognition, trust, and impact. If your branding is inconsistent, cluttered, or just doesn’t fit the message, it can be hard for people to engage. And if it looks like it was designed in Microsoft Paint at 2AM, well… that’s not helping either.

A good campaign identity should feel polished and intentional. If supporters can’t instantly recognise it across emails, social media, and fundraising pages, something’s off.

2. Messaging needs to be clear and cohesive

A campaign needs a strong central message - one clear, compelling idea that ties everything together. If different channels are saying different things, it creates confusion and weakens engagement.

The most effective campaigns stay laser-focused on their core message - no mixed signals, no cryptic riddles, just a clear, compelling reason for people to get involved.

3. Don’t neglect your fundraising goal

If your campaign has a fundraising element, it needs to be front and centre. Raising awareness is important, but if your audience isn’t given a clear reason to donate - or if the fundraising ask is buried under other messages - you risk missing your target.

Supporters need to know exactly how they can get involved and why their donation will make a difference. As fundraisers or comms professionals, it’s easy to assume that setting up a JustGiving page is second nature - but for many supporters, it’s not. A simple, well-timed email explaining the process step by step can make all the difference. Because no one wants to play 'guess the donation link' when they’re trying to do something good. 

4. Emails and social media need strategy, not just posts

A strong campaign isn’t just about putting out content - it’s about putting out the right content in the right way. Poorly written emails or social media posts with scattered messaging can dilute the impact of a campaign.

Every touchpoint should feel intentional - because 'winging it' is a strategy best left for karaoke nights, not campaign planning.

5. If supporters don’t know how to get involved, they won’t

A great campaign makes it effortless for people to take action. If the calls to action are vague, the donation process is clunky, or the messaging doesn’t spell out what’s expected, engagement will suffer. People have short attention spans - if they have to decode a puzzle just to donate, they’ll probably give up and go make a cup of tea instead.

From a well-structured JustGiving page to clear step-by-step instructions, every detail matters in making it easy for people to support the campaign.

6. Fundraising and comms should work together, not compete

Too often, we see campaigns where fundraising and communications teams operate in silos - or worse, compete for attention. The best campaigns align messaging and strategy so that fundraising and engagement go hand in hand. If the fundraising ask feels like an afterthought or isn’t fully integrated into the wider comms plan, opportunities will be missed.

We’re here to help

Running a campaign isn’t easy, and we know how much work goes into making one successful. But with a clear identity, strong messaging, and a well-thought-out strategy, it’s possible to create a campaign that not only lands well but actually achieves its goals.

Need help fine-tuning your next campaign? We’re here to help - whether it’s branding, messaging, or strategy, we’ve got you covered.