In face of today’s unprecedented challenges, nonprofit and foundation leaders need and want tools to build campaigns that break through the noise and win. Spitfire’s Planning to Win guide organizes the process of campaign planning into seven steps. During each step, you will answer a series of questions to guide your decisions. This guide offers a variety of ideas and examples, but there is no such thing as a one-size-fits-all campaign model. Look to the examples for inspiration, not for definitive answers.

Additionally, in each step of this version of Planning to Win, which we created in collaboration with the Next Narrative Network, we offer ideas for integrating Asset-Framing into your campaigns. Asset-Framing is an advanced approach to decision-making that takes advantage of the links between unconscious emotional priming, learned mental narratives and our decision-making. Coined by author and social entrepreneur Trabian Shorters in 2013, the full definition of Asset-Framing is “Defining people (places and things) by their aspirations and contributions before noting their challenges, so that we might invest in them for their continued benefit to society.” It is a paradigm shift from defining people as well as places and things by problems, needs, threats or pain points. With Asset-Framing, you identify each of those qualifiers as “challenges” but do not use the challenges to define people. Rather, you use their aspirations and contributions.