Skip to Main Content
Two hands touching indicating things will get better

Alzheimer’s Association


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.


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.

“Working with the Campbell & Company team was quite rewarding. The dialog and exchange led to new ideas and language that has helped us to position ourselves differently with donors. Campbell & Company helped us to change and elevate the conversation.”

– Claudine Larocque, Senior Director, Major & Planned Giving, Alzheimer’s Association

Our work culminated in a complete set of branded print materials, including a master brochure, four separate inserts highlighting giving opportunities in the Association’s major program areas (Research, Care & Support, Advocacy, Awareness), and a six-panel piece introducing the Zenith Society for donors at the $1 million level and above.

The Alzheimer’s Association’s national team of major gift officers and local chapter leaders are now using the materials across donor visits and hosted events—with an enthusiastic response across the country.