It’s Giving…
for every audience.
Not every individual has the means to give philanthropically at the same level, but every gift is important and makes a difference. With audience personas and baseline motivations in mind, we market to everyone—everyday donors, community prospects, and longtime supporters with bigger potential for major gifts—with uniquely different creative strategies . I have been at the center of creative brand identity and annual campaign development for them all at the University of Rochester, including everything from entry-level participation-based mass market initiatives, to the most exclusive membership-based giving societies. The examples presented here illustrate each end of the audience spectrum and some ways we shift creative personality in our marketing communications to address their interests.
Day of Giving
A Limited-Time Engagement for Gifts of All Sizes
The annual Day of Giving a chance for anyone to be part of something big. A campaign driven by participation over dollars, where emphasis is placed on the importance of supporting your passion as part of a larger movement for the greater good—where any amount counts. This campaign appeals to everyday donors, from current students to local community members. Marketing canvases a huge population, and the creative strategies I have developed for this program focus on bold, muscular messaging and graphics that are big on school spirit and proof of impact for all fund designations. Energy and urgency are infused into every creative tactic, which has consistently driven results that outperform the previous year’s. My team creates dozen of deliverables each year for this campaign, including direct mail, digital marketing, social media ambassador kits, giveaway items, posters, promotional and wrap-up videos, and more.
George Eastman Circle:
An Exclusive Annual Giving Society
In contrast to the younger-leaning essence of the day of giving is the exclusive membership-based giving society—the George Eastman Circle—which recognizes loyal donors who have the capacity to give generously to areas they are passionate about each year. Philanthropic gifts are stewarded with various levels of benefits including exclusive event invitations, and annual reports on the impact of their generosity. I have led the evolution of the brand and identity for this program since its inception in 2007. What began as a celebration of history—more specifically a historical figure—complete with a traditional aesthetic, has now transformed into a future-focused, modern identity. Brand activations I have shaped for each phase of this evolution include impact reports, honor roll publications, special event invitations and live experiences, direct mail, email newsletters, commemorative gifts, original archival artwork, and more.
Collaborators
-
Michelle Hildreth | Creative Direction + Design
Nancy Zawacki | Marketing Strategy
Amy Reichman | GEC Special Events
Joanna Hackett | Day of Giving Graphic Design
Kristin Withall | GEC Graphic Design
-
David Hildreth | Day of Giving video animation
Zach Cavuniewicz | GEC video animation