The Challenge

Alzheimer’s disease is the defining public health challenge of our time. As the foremost voice for the millions affected by Alzheimer’s and the largest nonprofit funder of research in the field, the Alzheimer’s Association has a singular power to change the future of this disease.

To achieve its vision of A World Without Alzheimer’s Disease®, the Alzheimer’s Association must engage private philanthropists at higher levels than ever before. Yet, despite a very strong brand and effective marketing and fundraising programs, the Association had not created materials and messaging specifically for the major donor audience.

The Process

Campbell & Company worked closely with the Association’s leadership and its national team of major gift officers to create new messaging and materials for major donor cultivation.

While the “rational” case for the Association’s work could not be stronger or more urgent, we learned from the major gift team that nearly all of their most significant donors come to the cause from a personal experience or connection—often with a deeply moving story.

Thus, we developed a master theme—Every Day Counts—that could speak to both the emotional and rational sides of the Alzheimer’s Association’s work.