Week 1 Ambassador Brief- Campaign Launch (Nov 11-17, 2024)

Clayton Shelvin, Executive Director

Content Guide

Sample Text: Executive Letter

Sample Script: Opening Video

Sample Script: Closing Video

Dear Clayton,

This document outlines your role as the ambassador for Week 1 of our “Our Roots Run Deep” end-of-year fundraising campaign. As Executive Director and our first ambassador, you’ll set the tone for the entire seven-week campaign while introducing our theme of deep community roots and growth.

Campaign Overview

Our EOY campaign is structured around seven themed weeks, each with a dedicated ambassador:

Week 1 (Nov 11-17): Campaign Launch - Clayton Shelvin

Week 2 (Nov 18-24): Education Programs - PC Muñoz

Week 3 (Nov 25-Dec 1): Mission & Rebrand & Giving Tuesday- TBD

Week 4 (Dec 2-8): December ‘Celebrate the Freight’ Programming - TBD

Week 5 (Dec 9-15): DeFord Bailey Legacy Festival - TBD

Week 6 (Dec 16-22): Community Stories - Staff Testimonials

Week 7 (Dec 23-31): Future Vision - Clayton Shelvin

Each week builds upon the previous one, creating a comprehensive narrative about the Freight’s impact and future. Your opening week establishes key themes that other ambassadors will reference and build upon throughout the campaign.

Production Details

Content Due Dates:

Please see David for details

Ideal Release Schedule:

November 11 (Monday): Opening video + Written content on Celebrate Landing Page

November 12 (Tuesday): Call-out to video in Weekly Newsletter, Video 1 Posted to Social

November 15 (Friday): Closing video

Your Week 1 content package includes:

Opening Video (60-90 sec): Launching the campaign from our stage

Written Content (150-300 words): An executive letter expanding on our vision

Closing Video (60-90 sec): Bridging to Week 2’s education focus

This guide provides talking points and examples for each piece, but please adapt them to your voice and style. The goal is to launch our campaign with a strong leadership voice while maintaining the warmth and accessibility that defines the Freight.

Following your week, PC Muñoz will take the spotlight as Week 2’s ambassador, focusing on our education programs. Your closing video will help make this transition seamless.

Key Campaign Goals:

Financial: $400,000 in donations, Week One Goal $30K

Engagement: Increase donor participation by 25%, Establish Online presence beyond show events

Community: Gather and share 20+ Freight stories

Development: Build foundation for 2025 growth

The talking points and sample drafts on the following pages are structured to help you craft authentic, impactful content that launches our campaign effectively.

Take a look at the Content Guide for an Overview

⁠

Content Guide⁠

⁠

Want to print your doc?
This is not the way.

Try clicking the ⋯ next to your doc name or using a keyboard shortcut (

CtrlP

) instead.