Five Giving Campaign Concepts—which is best?
Check out these five unique independent school giving campaigns, and while you are at it, let us know which you think works best!
Every Girl, Every Day
St. Catherine’s School—Annual Giving
While this campaign, like many, was rudely interrupted by the pandemic, it was a successful start to what turned out to be a good year for annual giving. The theme facilitates strong talking points for the day-to-day use of annual giving funds as well as a culture of diversity, equity, and inclusion.
Logo and branding
Direct Mail: Personalized letter with variable data including recommended giving amounts
Social Media: Display and video
Email: Campaign template
Game-changers
Blue Ridge School—The Baron Fund
This campaign strikes at the heart of the school’s value as an all-boy boarding school that turns boys into better men.
Branding
Direct Mail: Trifold brochure, personalized letters with variable data
Social Media: Display
Email: Headers and assets
Direct Mail: Trifold brochure, personalized letters with variable data
Social Media: Display
Email: Headers and assets
Excellence
Nansemond Suffolk Academy—Annual Fund
This mailer which unfolds into an infographic poster is highly educational, covering giving club levels, matching, tax implications, ways of giving, and an explanation of how the funds are used. The graphic poster highlights a variety of specific resource expenses that are funded in part through annual giving.
Campaign Branding
Direct Mail: Self-mailer that unfolds into an inner poster
A Crossroad in Our History
Christchurch School—The Bell Tower Fund
The pandemic hit at the worst possible time for Christchurch School—the year of its 100th anniversary. It was also the final year of their long-standing head of school. The Crossroad in Our History campaign seized upon all these historically epic events as a pivotal time for community philanthropy.
Direct Mail: Roll-fold brochure/self-mailer with integrated tear-off remittance envelope
Social Media: Display
Guide to Participation
St. Stephen’s and St. Agnes School—The Saints Fund
As a yearly touchpoint, the school sends a participation guide to parents that covers a number of ways to get involved at the school, including the importance of participation in The Saints Fund.
Direct Mail: Tabbed booklet mailed in a branded outer envelope
Campaign: Companion annual giving mailers, social media video, and email marketing
Vote now—which campaign approach excelled?
Score the campaign ideas and execution on a scale of one to five—one being weak, five being strong.