Finding strategic throughlines
Good campaigns start with curiosity. We listen, dig deep, and connect the dots until the bigger story becomes clear. One that aligns your vision, unites your team, and sets the stage for what’s next.
At the end of the Discover phase, we deliver a document we call the Executive Summary. But this isn’t just a recap. It’s a compass. It helps us chart the right course for your campaign and lays a strong foundation for the creative work to come.
A clear purpose
The Executive Summary captures what we’ve learned by talking to the people who matter most to your campaign. We listen to fundraising counsel, organizational and board leadership, committed staff, and prospective donors. We reflect on what we heard through a journalistic lens. While we may reference who we spoke to, we won’t share direct quotes or specifics without clear permission. What matters is the signal we receive through all the noise. The insights that begin to point in a shared direction.
Strategic Throughlines
At the heart of the Executive Summary are what we call Strategic Throughlines. These are the three to seven major insights that shape the way forward. Each throughline includes:
- A memorable phrase or sound bite that captures the idea clearly
- An anonymous quote that represents what we heard in interviews
- A short description that explains why it matters
Sometimes we include “How might we…” questions to further our thinking. These prompts challenge us to see opportunities, not just obstacles. We also summarize each throughline with key takeaways—what’s working well and what could use attention going forward.
How it’s used
The Executive Summary is designed for your campaign leadership team, but is often helpful more broadly among your fundraising champions. It brings people into the work, offering a shared understanding of where we’re starting and what we’re solving for. We refer back to the Strategic Throughlines throughout the process so the key ideas don’t get lost. When something big changes in your campaign, we’ll appropriately adjust the language to reflect that shift.
Why it matters
More than a deliverable, the Executive Summary is a powerful tool for alignment. When your team, your board, your partners, and your branding team work from the same strategic truths, good things happen. The Executive Summary sets the tone for collaboration and gives our creative work a clear, intentional path forward.
It’s a story about where you are today and a signal to better envision your future.