Case Studies: Capital Campaign

Challenge

With shrinking government resources this non-profit organization serving challenged youth needed to find additional sources of revenue.

Although they enjoyed high brand awareness, incorrect perceptions and assumptions remained that hampered their ability to raise new funds.

This was compounded by a weak economy and ever-increasing competition from other non-profits for contributions.

Trainor was asked to develop a strategy to launch a new capital
funds campaign to raise funds despite these obstacles.

Challenge:
Raise new funds despite the worst recession in years, a weak economy, and competitive pressure.
Approach:
Design capital funds program as annual appeal, yet one that could be used year round. Make it independent of the non-profit organization, yet associated.
Recommendations:
"Brand" the new annual appeal. Target both friends of the organization but were not contributors and new potential donors with a new message. Create a microsite that accepted credit cards and electronic checks for online contributions. Direct mail the target list and follow up with phone call reminders.
Results:
The total first year goal was met in the first week. Contributions continue and to date have far exceeded the objective. It is projected to grow exponentially each year as a new annual appeal