"A Day in the Life"
The Story
Directors for the Southwestern annual fund came to us with the challenge to increase donations to our most general fundraising account. Previous research suggested that donors & alumni were more apt to give to other things that felt more applied. Our challenge was to show how the annual fund directly helps students.
The pitch
The solution developed by our team was to give daily touch points for every student that were supported by the annual fund. We used a timeline and an “average” student experience to give an itemized sense to how many things your general donation could support.
This year, we added the challenge of incorporating video to give an additional layer of warmth and connection to the message.
For this project, I worked extensively with our internal team to brainstorm the timeline, touch points for the imaginary student. Then I worked with our art director to coordinate the production schedule for the contracted photographer & videographer within the same day of shooting. I also designed the direct mail package and coordinating graphics for the external video production team.
The Results
The results were an increased awareness & exposure of the campaign through the use of digital, specifically email & social media. We are still tracking incoming donations for this campaign.