Planning Documents, Worksheets, and Templates

General information

A growing collection of real planning materials from CAM campaigns around the country. Marketing plans, creative briefs from ad agencies, evaluations and other documents can help you to learn from what others have done. 

Here are worksheets, planning materials, and resources from other CAM campaigns across the country that can help you get started and learn from what others have done.

Budgeting for College Access Marketing Campaigns
This brief provides guidelines for developing a budget for a CAM campaign, specifics on what to include in a budget, and direction on calculating it. Case study examples that describe the budgets of actual campaigns are also included.

Building Communications Capacity
This report offers a dozen field-tested lessons from experts that can help grant makers leapfrog from supporting limited capacity-building efforts to helping shape effective communications programs with higher impact.

Discovering the Activation Point
This publication includes best practices for planning for persuasion, tailored to the unique needs of social change organizations.

Now Hear This
The Nine Laws of Successful Advocacy Communications, with words of wisdom from more than 25 leading experts

Smart Chart
Smart Chart is an interactive tool that helps nonprofits make smart communications decisions.

Finding and Working with an Ad Agency or Public Relations Firm
This article provides advice on what to look for in an agency, how to review and select the right group to meet your needs, and how to work with an outside firm to accomplish your campaign goals.

Get Everyone on One Page
This simple template can help keep your team on the same page about your campaign’s target audience, strategies, and intended results.