Church Capital Campaign Slogans Based on Marketing Research

1/21/20 7:45 AM / by Denis Greene

In our most popular blog we offered a list of many possible church capital campaign titles. Since we have helped over 200 congregations through their capital campaigns, we have learned what makes a good church capital campaign name.

Church Capital Campaign Slogans Based on Marketing Research

As you work on your church capital campaign motto, please keep these criteria in mind (From the book Made to Stick by Heath). These form the acronym SUCCES (I know it is missing the final S but it is a great way to memorize the concepts.)

  1. Succinct - three to five words max.
  2. Unexpected - Alliteration helps.
  3. Concrete - explain what we are doing.
  4. Credible - describe why this is important.
  5. Emotional - inspire feelings.
  6. Story - begin to tell yours.

If you think that these criteria are borderline impossible to meet, I agree. When you have a tough concept to communicate I propose borrowing a strategy from the research around book titles - Start with a three to five word title, then have a brief phrase that explains it.

Malcolm Gladwell's best selling book "The Tipping Point: How little things can make a big difference" is a great example. If we are renovating the church foyer to help our appeal to church shoppers we might call the church capital campaign: " Renew, Restore, Revive: Building for church growth."

Each congregation has a unique personality, and the title needs to fit. When we do a feasibility study in advance of a church capital campaign we learn a great deal about the character, nature and persona of a congregation. This gives us the raw material to sculpt an inspiring title. The capital campaign in which we raised 700% of annual giving for St. Ann's Parish, the slogan was catchy and fun, and memorable.

Ready to publish your brochure and start marketing your church capital campaign? Watch our webinar below or read our blog on getting started with a church capital campaign. These resources will give you some questions to consider and talk through in your planning process.



Interested in hosting a webinar for your diocese on capital campaign process, planned giving, annual appeal improvement, or stewardship spirituality like the one above? We are happy to partner with your diocese, archdiocese, or regional leadership to provide this educational service.  Let me know if I can help you a webinar or with feasibility study and capital campaign management.

Topics: Research & Statistics, Capital Campaigns

Denis Greene

Written by Denis Greene

Greene began working in the nonprofit development field in 1981. He founded Church Development in 1992 after a near-death experience motivated him to integrate his faith, education and skills in work that served the church and the virtue of stewardship. He has helped over 200 churches across the USA raise more than $200,000,000. He is the author of The Stewardship System, Stewardship-Based Capital Campaigns, and How To Ask For Donations as well as numerous articles on stewardship.

Subscribe to this blog!