Capital Campaign Microsite — Page Outline
Client: Ree & Jun Kaneko Foundation Goal: $35M capital campaign Reference model: Brownell Talbot — buildingbttogether.org (5 pages + offsite donate) Status: Pre-quote outline — for internal G&M scoping
Each bullet is tagged:
- [meeting] — explicitly stated in the 4/21 meeting or follow-up notes
- [Brownell] — pattern borrowed from the reference site
- [G&M rec] — our recommendation, client to confirm
- [TBD] — unknown, awaiting Sarah/Troia's content doc
Stack & Platform
- Platform: WordPress with a custom theme — standard template pages, no Flexible Content modules
[G&M rec] - CMS: ACF field groups bound to each page template (donor wall, naming opportunities, progress data)
[G&M rec] - Donate platform: Give Butter
[meeting]— discussed as primary option in 4/21 call (in Track 1 context; carrying it through to Track 2 for consistency across Foundation giving) - Donate UX recommendation: embedded Give Butter form on Support page for quick gifts + link out to hosted Give Butter campaign page for major-gift / pledge workflows
[G&M rec] - Separate URL (TBD)
[meeting]— not a subdomain of the Foundation site
Page 1 — Home
- Hero: campaign name, vision statement, $35M goal callout
[meeting + Brownell] - Progress tracker — financial + construction milestones
[meeting] - Featured fly-through video or 3D teaser (assets confirmed available)
[meeting] - Short intro / case statement from Foundation leadership
[Brownell] - Three-up nav into Vision / Building / Support
[Brownell] - Donor recognition wall — full supporter list
[Brownell] - Email signup — "Follow the campaign"
[meeting](regular email updates explicitly required) - Primary CTA: Donate
[meeting] - Secondary CTA: Read project history
[meeting]
Page 2 — The Vision
- KANEKO history (anniversary framing — 1998 founding flagged for confirmation)
[meeting] - What the Foundation stewards — collection, archives, mission
[meeting] - Mission-driven messaging: where donations go
[meeting] - Clear distinction between general Foundation support and this campaign
[meeting] - Long-term impact statement on artist legacy
[G&M rec — fits "mission-driven" requirement] - Quote / message from Ree or Foundation leadership
[Brownell] - Photo set: archival + present-day
[G&M rec] - CTA: View the Building / Support the Campaign
[Brownell]
Page 3 — The Collection Building
- The story of the Collection Building — what it is and why it's being built
[meeting] - Project history and timeline
[meeting] - 3D walkthrough from HDR models
[meeting] - Architectural renderings gallery
[meeting] - Fly-through video
[meeting] - Project phases + construction milestones
[meeting] - Naming opportunities teaser, linking to Support page
[meeting] - CTA: Support the Campaign
[Brownell]
Page 4 — Support the Campaign
- Giving levels (tiered structure — specific tier names + dollar amounts TBD by Foundation)
[meeting + Brownell pattern] - Naming opportunities for major donors
[meeting] - Payment methods overview
[meeting]— cards, PayPal, Venmo, Cash App, Google Pay, ACH, check - Mailing address + contact for major-gift conversations
[Brownell] - FAQ section for common donor questions
[meeting] - Primary CTA: Donate (links to Page 6)
[meeting]
Page 5 — Contact
- General Foundation contact — address, phone, email
[Brownell] - Major-gift / campaign committee contact
[Brownell] - Email signup form for campaign updates
[meeting] - Press / media inquiries contact
[G&M rec] - Mailing instructions for check gifts
[meeting] - CTA: Donate
[Brownell]
Page 6 — Donate
- Embedded Give Butter form — the primary donate experience
[G&M rec] - Suggested gift amounts mapped to giving levels (Friend → Pillar)
[G&M rec] - Recurring vs one-time gift toggle
[Brownell pattern] - Tribute fields — in honor of / in memory of
[Brownell pattern] - Multiple payment methods — cards, PayPal, Venmo, Cash App, Google Pay, ACH
[meeting] - Major-gift contact (for gifts above a threshold — direct conversation, bypass the form)
[Brownell] - Mailing instructions for check gifts
[meeting] - Receipt + tax acknowledgment auto-sent (Give Butter)
[G&M rec] - Thank-you / next-step experience after submission (share, follow campaign, view donor wall)
[G&M rec]
Cross-cutting Elements (every page)
- Header: campaign logo, nav, prominent Donate button
[Brownell] - Footer: Foundation contact, triangular linking to reeandjunkanekofoundation.org / KANEKO / Studio
[meeting] - Email capture in footer
[meeting]
Beyond the Microsite — Full Campaign Scope
A capital campaign is more than a website. The microsite is the public-facing hub, but the work that actually drives a $35M raise happens across email, print, video, events, signage, and direct mail. Below is the menu of campaign-wide deliverables G&M is positioned to take on. We can scope these as one bundled engagement or break them into phases tied to the silent → public timeline.
1. Brand & Identity
- Campaign brand mark / lockup that nests inside the KANEKO/Foundation parent brand
- Typography + color extension specific to the campaign
- Tagline development (e.g. Brownell's "Building Together")
- Mini brand guide for internal + vendor use
2. Email Design & Strategy
- Custom-designed email template system, built on Foundation's chosen platform (Mailchimp, Klaviyo, or Give Butter native)
- Welcome series for new subscribers
- Monthly progress updates — financial + construction
- Construction milestone announcements (groundbreaking, topping out, ribbon-cutting)
- Donor thank-you series, scaled to gift level (auto-triggered post-gift)
- Year-end appeal
- Major-donor cultivation sequence for the silent phase
- Event invitations + RSVP flows
- Tribute / memorial gift acknowledgments
- Communications calendar (12–18 months, mapped to silent + public phases)
3. Print Collateral
- Case-for-support brochure (the leave-behind for major-gift conversations)
- Naming opportunities portfolio — high-end booklet
- Pledge cards / response devices
- Donor stewardship piece (annual or year-end)
- Campaign letterhead, envelopes, correspondence templates
4. Direct Mail
- Major-donor solicitation package (silent phase)
- Public launch mailer
- Year-end appeal mailer
- Seasonal stewardship pieces
5. Video & Motion
- Campaign launch hero video (2–3 min)
- Donor testimonial vignettes (3–5 short pieces)
- Construction time-lapse / progress montages
- Editing the architect's fly-through into a polished web-ready piece
6. Photography
- Quarterly construction progress shoots (or art direction of a third-party shooter)
- Donor portrait photography for recognition wall
- Mission / program photography supporting the case for support
7. Event Materials
- Public launch event (signage, programs, presentation deck)
- Groundbreaking ceremony materials
- Donor recognition / dedication events
- Ribbon-cutting
8. Signage & Environmental
- Construction-site signage during the build
- Permanent donor recognition wall (physical) — design + production coordination
- Naming plates for dedicated spaces
- Wayfinding additions
9. Social Media
- Campaign launch content kit (templates, posts, hashtag)
- Recurring progress update post templates
- Donor spotlight templates
- Construction / behind-the-scenes templates
10. Press / PR Toolkit
- Press kit — boilerplate, fact sheet, image library
- Public launch outreach materials
- Press release templates
11. Strategy / Consulting
- Campaign brand strategy kickoff session
- 12–18 month communications calendar mapped to silent + public phases
- Stewardship workflow design — donor lifecycle from first gift through long-term engagement
G&M Recommendations Summary
For when Kristin walks the client through this, here's where we're recommending vs. asking:
| Topic | Recommendation | Why |
|---|---|---|
| Donate platform | Give Butter, embedded on the dedicated /donate page | Already the working assumption from the 4/21 call. Consistent platform across Track 1 (Foundation general giving) and Track 2 (campaign) reduces tooling sprawl for Foundation staff. |
| 3D walkthrough | Phase 1: embed the existing fly-through video. Phase 2: add Matterport embed if architect delivers a build. | Video assets exist today — fastest path to launch, plays on every device, no dev risk. Matterport-style interactive walkthrough only if it's worth the architect's upload time. Self-hosted three.js/glTF is overkill for v1. |
| Stack | WordPress with a custom theme — standard template pages | One custom page template per page, with ACF field groups for content. No Flexible Content modules on this project; the page set is fixed and tightly designed, so per-template fields are simpler than module flexibility. |
| Donor wall management | Foundation self-manages in WordPress admin | ACF field group on the Home page template gives Foundation a structured editing UI inside the same WP admin they already use. Saves G&M from a quarterly retainer task. We'd build the schema + UI. |
Open Questions Before Final Quote
- Project scope (Page 3): Confirmed it's the Collection Building per 4/21 meeting notes. Need full scope description, sq footage, and architect details from Sarah/Troia's Google Doc.
- Microsite URL: Does Foundation want to register one (e.g.
buildingkaneko.org)? Who owns the registration? - Content authorship deadline: When does Sarah/Troia's content doc land? Drives our timeline.
- Photography/renderings: Who's providing high-res assets — architect, in-house, or G&M sourcing?
- Public launch timing: 75% raised privately first per the meeting. When does public launch hit?
- Stewardship post-launch: Who manages email blasts (Sarah trained, or G&M on retainer)?
- 3D walkthrough: Does the architect have a Matterport/Sketchfab build, or just renderings + fly-through video?
- Tax / legal: Any 501(c)(3) language or disclosures the campaign page needs to surface?
- Email platform: Does the Foundation have a chosen tool, or is that a recommendation we make? Mailchimp connection issue from Track 1 is a flag.
- Campaign brand decisions: Does the Foundation want a campaign-specific identity (Brownell's "Building Together" model), or carry the Foundation brand straight through?