This is lesson twenty-four. This is towards one of our missions. Education. You’ll learn everything about marketing — from the basics to the most advanced strategies — for free, thanks to VellumWorks.
Most marketing fails not because the idea was weak, but because the goal was unclear.
DAGMAR is a classic framework that fixes that problem by helping you set specific, measurable goals for your advertising and campaigns.
Created by Russell Colley in 1961, the DAGMAR approach shows that communication works in stages, and every stage needs a defined outcome.
For charities, this is one of the most powerful models for improving campaigns, fundraising, volunteer recruitment, and awareness.
What is DAGMAR (Defining Advertising Goals for Measuring Advertising Results)?
DAGMAR says that advertising must move people through four measurable stages before action can occur:
Awareness
Comprehension
Conviction
Action
These stages form the A–C–C–A sequence.
It sounds simple, but most campaigns skip key stages and then wonder why results are low.
1. Awareness - “I know you exist.”
This is the starting point.
Before supporters can act, they must recognise your name, your mission, or your campaign.
Charity examples:
A short social video introducing your cause
A press release or local newspaper mention
A social media challenge that boosts visibility
Goal: Ensure the audience notices you.
Measure: Reach, impressions, traffic, branded search, social discovery.
2. Comprehension - “I understand what you do.”
Awareness isn’t enough.
Supporters need to understand your purpose, your impact, and why your cause matters.
Charity examples:
A short explainer email
A story-driven post showing the problem and solution
A simple “Who we are” landing page
Goal: Build clarity and understanding.
Measure: Time on page, clicks to “About us,” message recall, engagement rate.
3. Conviction - “I believe in this and want to help.”
At this stage, supporters develop emotional and rational motivation.
They start to feel connected to your mission.
Charity examples:
Testimonials and impact stories
Clear data about your results
Transparent financial information
A powerful narrative about the lives you change
Goal: Strengthen trust and emotional connection.
Measure: Email sign-ups, video completions, donor intent surveys, warm leads.
4. Action - “I am ready to act.”
This is the final step:
donate
volunteer
sign up
attend
campaign
advocate
Goal: Make the action simple, compelling, and friction-free.
Also, as the goal becomes one or more of those actions above. As I’ve mentioned in some of the previous emails, remember that this isn’t just for the charities. This is for business, too.
Measure: Donations, sign-ups, conversions, responses, completed forms.
Why DAGMAR Works
Because it removes guesswork.
Instead of launching a campaign and hoping people respond, DAGMAR forces you to:
define the exact stage you’re targeting
design the right message for that stage
choose the right metrics to measure success
focus on behaviour change, not vanity numbers
For charities, this leads to smarter campaigns, better ROI, and more meaningful impact.
10-Minute Exercise: Define a DAGMAR Campaign
Pick one campaign and answer these:
Awareness: How will new people discover us?
Comprehension: How will they learn more about us?
Conviction: What will make them believe in us?
Action: What’s the simplest next step they can take?
Once you list these four steps, your campaign becomes far clearer — and far more effective.
Why This Matters for Charities
Charities often rely on fragmented messages: a little awareness, a little storytelling, a little fundraising.
But without clear goals for each stage, supporters get lost.
DAGMAR helps you build campaigns that guide people naturally from “I’ve never heard of you” to “I’m proud to support you.”
It gives you a structure for consistency, clarity, and growth — the foundations of trust and long-term sustainability.
Why is this important to know?
The Hierarchy of Effects shows that people go through a natural journey: first, they notice you, then they learn, then they feel something, then they decide whether to trust you, and only then do they act.
When you understand these stages, your campaigns stop feeling random - every message has a purpose, every story has a place, and every touchpoint moves people closer to meaningful action.
At VellumWorks, we believe knowledge should be free. That’s why this series will guide you, step by step, through everything from the basics to the most advanced strategies in marketing: no jargon, no gatekeeping, just education that empowers.
