How do seven words change negative stereotypes and raise $27 million?
A faith-based nonprofit seeks to raise funds for a campus expansion. Unfortunately, the way it’s being communicated is off-putting to its stakeholders.
Through research and discovery, ThinkinBig uncovers that the key driver of this negative perception is one word – interim. This term gives the impression that one of the buildings in the campus expansion is only temporary and even more funds will be needed to replace it later. This puts the stewardship of the nonprofit's leadership in question.
Interim building is changed to next building. Then, ThinkinBig crafts a messaging strategy encapsulated in six words to outline and demonstrate how the nonprofit is a good steward of land, capital, and resources – making space, creating moments, changing lives.
These seven words tell the story for a successful $27 million campaign.
Keep reading for more details on ThinkinBig’s solution…
Client: This community organization is one of the largest nonprofits in Orange County, CA. With a strong reputation for partnering with local communities and other nonprofits, its network of volunteers is committed to giving back in impactful ways that make a difference and create lasting change for cities, families, and individuals.
Challenge: Transform negative stereotypes and a client’s self-admitted inability to articulate a compelling vision to raise $35 million for this upscale nonprofit in Orange County, California.
Strategy:
Create a multi-channel communications plan for this massive capital fundraising effort and direct all creative and communications elements of the campaign for consistency:
- Design and lead focus groups of both dissenters and account team leaders to collaborate on key campaign messages.
- Partner with a strategic illustrator to capture the essence of the organization’s story and bring it to life.
- Help to manage 900 volunteers throughout South Orange County, California.
- Write a compelling campaign tagline that serves as the creative hook for dozens of print and broadcast pieces as well as event presentations.
Results:
By overcoming the negative stereotypes of phase one with a compelling story, this second phase of the campaign exceeds expectations:
- More than 1,800 families pledged $27+ million in this three-year campaign.
- The campaign led to a 90%+ pledge collection and is an industry standard for effective and creative communications strategies.
- Three years later, that same nonprofit hired ThinkinBig to devise a comprehensive communications strategy for another $35 million capital fundraising campaign.
