A campaign succeeds when everyone in the organization can tell the story. The challenge is that large teams often have many voices and, without guidance, those voices can drift in different directions. A simple one-pager can bring them together. It provides departments and units with a practical tool to tell stories that are consistent with the campaign while still feeling personal.
Why a one-pager works
A one-pager makes the campaign accessible. Instead of long strategy decks or complicated manuals, it offers a quick reference guide. Staff, faculty, students, or volunteers can keep it on hand and use it whenever they need to share the campaign story. The one-pager lowers the barrier to entry, empowering more people to participate.
What to include
The most useful one-pagers keep things clear and straightforward. Consider including:
- The campaign name: the central phrase or idea everyone should repeat
- Sample questions: the prompts that guide storytelling interviews
- Key messages: a short list of phrases that connect to the vision
- Style guidance: tone, language, or visuals that set the campaign’s look and feel
- Examples of hooks: ways the theme adapts across different units
How it helps your team
With a one-pager in hand, your team can:
- Tell stories that feel connected to the larger campaign
- Stay on message without feeling scripted
- Adapt the campaign theme to their own context
- Save time when creating content or preparing for events
Bringing it together
A one-pager is a powerful tool that empowers everyone in your organization to become a campaign storyteller. By equipping your team with clear, straightforward guidance, you give them confidence to share consistent, authentic, and inspiring stories.
| This article is part of a larger series on campaign storytelling. For a complete framework, plus a worksheet you can use with your team, download the free eBook, How to Build a Campaign Storytelling Platform for Your Fundraising Campaign |
Featured image credit: Adobe Firefly + Tom Osborne
