Campaign Story Idea Guide and Submission Form
The Campaign Story Idea Guide and the accompanying story idea form were created as time-saving tools for Advancement team members. They offer a streamlined framework to help you quickly identify, shape and submit strong story ideas that align with campaign priorities.
By outlining the key story categories, focus areas, and simple prompts to answer “who, why, and why now,” the guide is designed to minimize prep time while making it easier to surface compelling donor and impact stories from your conversations.
All proposed story ideas should align with one of the two primary story categories (lives of consequence or campaign gifts) and one campaign priority category outlined below.
Lives of Consequence
These stories focus on people and the values, experiences and outcomes that define a W&L education.
Core Question: How has W&L shaped this person’s life, leadership, service or sense of purpose, and how are they, in turn, making a positive impact on the world?
Ideal Story Characteristics: Human-centered and values-driven; clearly connected to W&L’s mission and campaign priorities; demonstrates long-term impact (personal, professional, civic or philanthropic).
Potential Story Angles: Alumni whose W&L experience influenced their career, leadership or service; students applying classroom learning to real-world challenges; parents or friends whose connection to W&L reflects shared values; intergenerational stories (e.g., alumni families, mentors and mentees); alumni or students living out W&L values in unexpected or innovative ways.
Helpful Prompts to Shape Ideas: What defining W&L experience shaped this person’s path? How do they describe W&L’s influence on their values or choices? What impact are they making today that reflects a life of consequence? Why does this story matter now in the context of the campaign?
Campaign Gifts
These stories focus on philanthropy — the motivations, impact and outcomes of giving.
Core Question: Why did this person or family choose to invest in W&L, and what difference does their support make?
Ideal Story Characteristics: Donor-centered and impact-driven, clearly connected to campaign priorities or funding areas; highlights the purpose behind the gift, not just the amount.
Potential Story Angles: First-time campaign donors and what inspired their gift; alumni or parents making a leadership or legacy gift; scholarships and the students whose lives are changed by them; faculty, programs or initiatives enabled by campaign support; donors aligning their personal values with W&L’s future.
Helpful Prompts to Shape Ideas: What inspired this gift at this moment? Why is W&L important to this donor? What challenge or opportunity does the gift address? Who benefits directly from this support, and how?
In addition to fitting one of the two primary story categories, each story idea must also align with at least one campaign priority area. These priorities help ensure our storytelling clearly supports campaign goals and funding areas.
Supporting Community
- Undergraduate Scholarships to Enroll the Strongest Applicants
- The Full W&L Experience for Every Student
- Career and Professional Development Enhancements
- Outdoor Education Opportunities
- Add softball as a new women’s sport and endow coaching positions
Supporting Curriculum
- Strengthen Interdisciplinary Teaching, Study, and Inquiry
- Creation of the DeLaney Center to explore Southern race relations, culture, and politics
Supporting Citizenship
- Director of Institutional History and Museums
- Endowment to support programming of the new Museum of Institutional History
Supporting Campus
- Museum of Institutional History
- Huntley Hall Renovations
- Founders Hall
- Science Center Expansion and Upgrades
- New Softball Complex and Program
- Wilson Hall Rehearsal Space
- Elrod Commons Improvements
- Supporting the Law School
- Golf Course Project
- Scholarships to Attract the Best Law Students
- The Full W&L Law Experience
Supporting Continuity
- Growth of the W&L Fund (annual giving)
Story ideas may feature:
Alumni (undergraduate or law)
Parents (current or past)
Students
Friends of W&L (other donors, foundations).
Strong stories often emerge where people, purpose, and philanthropy intersect.
What Makes a Strong Story Idea?
A strong story idea:
- Is specific (a person, program, or moment — not a general concept)
- Has a clear connection to W&L and/or the campaign
- Illustrates impact, transformation or purpose
- Can be told visually and emotionally, not just factually
If you can clearly answer who, why and why now, you likely have a strong idea.
Use this form (or click the button below) to submit your story idea. Brief responses are sufficient; you do not need to have all details confirmed. This form is intended to capture ideas and guide collaborative discussion.
Please email Julie Jackson, jjackson2@wlu.edu with any questions. Thank you!