Two mornings. Six organizations. A year-end campaign that's built, not outlined.
Done with you, not for you.
The Problem
Your year-end campaign starts in November. Somebody says "we should send an appeal," and three weeks later a letter goes out to people you haven't talked to since last December. It raises something. It could have raised a lot more.
What This Is
Two half-day sessions with Max Kringen and Megan MacFarlane. You bring two people. Over about eight hours of working time, you build your year-end campaign from the belief statement out.
Session 1: Start
Find your story's hero. Write your belief statement. Name your ask. Build four content pillars: Introduce, Educate, Engage, Remind. Brand intake goes to Sandie.
Between Sessions: Build
Sandie creates a full campaign brand system for your organization — the piece nobody else gives you at this price.
Session 2: Create & Activate
Reveal your brand system. Workshop copy, build your video plan, and map your calendar from October through February. Leave ready to send.
Polish Call
A 60-minute call with Max and Megan weeks after Session 2. Bring your full body of work. Leave with a final campaign package.
What You Take Home
Campaign Narrative
Belief statement, hero, and ask — the foundation of everything.
Brand System
Colors, type, campaign lockup, social templates, and appeal letter layout — designed for you.
Draft Copy
Launch email, story email, ask, and reminder — ready to refine and send.
Video Plan
Built around gear you already own. A calendar running October through February. Plus a 60-minute polish call.
Done With You, Not For You
You run your own story interviews. You draft your own ask. We coach, shape, and build the structure around you.
That's on purpose. An outsourced campaign helps you once. A team that knows how to build one helps you every December after this.
Dates & Format
September 2 & 9
Wednesdays, 9:00am – 1:00pm CT
Same content, same brand system, same follow-through as the in-person cohort.
September 15 & 22
Tuesdays, 9:00am – 1:00pm CT
Tellwell Story Co., 5 14th St. N, Fargo, ND 58102
Coffee + Snacks included.
Optional 60-minute hands-on filming workshop with our film team right after Session 2.
Price & Registration
Two Seats
From the same organization. Additional seats $500 each, up to four people total.
Per Month
Three monthly payments available for those who prefer to spread it out.
Organizations Max
The cap is firm — small enough for hands-on attention, and Sandie can only design so many brand systems in one week.
Want Us to Run It Instead?
Some organizations don't have the hours in September, and that's a fair answer. We also build and run year-end campaigns start to finish — story capture, film, design, copy, and the full calendar, executed by our team.
Those engagements run $7,500 to $20,000 depending on scope. Tell us what your fall looks like and we'll help you pick the right fit.
Who This Is For
Nonprofits Running Year-End Appeals
Organizations preparing a year-end fundraising campaign, a Giving Hearts Day campaign, or both.
Teams With a Communications Owner
Best fit is an organization with at least one person who owns communications — even part time.
Leaders Who Can Say Yes in the Room
You need a decision-maker present who can commit to direction during the sessions.
Who's Leading It
Max Kringen
Founder of Tellwell Story Co. and author of Seasons of Story. Leads both sessions and the polish call.
Megan MacFarlane
Runs campaign production at Tellwell and co-leads both sessions with Max.
Sandie Kuehn
Senior Design Strategist. Builds your campaign brand system between sessions — the piece nobody else provides at this price.
Frequently Asked Questions
Can I send more than two people?
Yes. Additional seats are $500 each, up to four people total from one organization.
What if one of us can't make a session?
Send someone else from your team. Online sessions are recorded, though working blocks won't fully translate.
Do we need video gear?
No. The video plan is built around what you already own — for most organizations, a phone and a lav mic.
What if we've never run a real campaign?
That's a good reason to come. Bring whatever you have: last year's appeal, donor list numbers, or a story you've been meaning to tell.
Is the online version the same content?
Same content, same brand system, same follow-through. In-person has more room for peer feedback and lunch conversation.
What happens after September?
You book a 60-minute polish call before leaving Session 2. Bring everything — we'll tell you what's weak and what needs sharpening.
Do you offer payment plans?
Yes. Three monthly payments of $834. Invoice and W-9 available on request.
Refunds?
Full refund up to two weeks before your cohort starts. After that, we can move you to the other cohort or hold your spot for the next round.
One-Page Summary for Board & Supervisor Approval
Nonprofit staff have to justify $2,500 to someone. Here's what to share.
What the Organization Receives
- Campaign narrative (belief statement, hero, ask)
- Brand system (colors, type, lockup, templates)
- Draft copy (launch email, story email, ask, reminder)
- Video plan
- October–February calendar
- 60-minute polish call
Cost Comparison
$2,500 for two seats (payment plan available). Tellwell's done-for-you campaigns start at $7,500.
This sprint delivers strategy, brand system, and copy structure at a fraction of that cost.
Why Now
Year-end and Giving Hearts Day account for a large share of annual individual giving. Campaigns built in September outperform campaigns built in November.
Tellwell has built more than 75 Giving Hearts Day campaigns over the past decade.
Online
Sept 2 & 9
In-Person, Fargo
Sept 15 & 22
Both
9:00am – 1:00pm CT
End of Year Campaign Sprint