With a new school brand and a desire to connect with and inspire audiences, MICDS was ready to explore an updated look and messaging for its annual campaign materials.
Objective
The Annual Fund at MICDS raises about $2 million to help cover the gap between tuition and the actual cost of educating students at the private, JK-12 school. In addition to a redesign in line with the new MICDS school brand, our goals were to educate recipients about the need for annual giving, explain how the funds raised complement the school’s other sources of revenue, and help position MICDS as a smart investment for its supporters.
Strategy
MICDS thrives because of its generous and highly involved alumni and parent community. Letting this lead us in our decision-making, we highlighted the ways that giving enables MICDS to make their exceptional educational offerings even better. Specific examples of the ways the funds will be used help donors see where their money is going.
The Big Picture
The Annual Fund brochure folds out to display a poster-sized view of the many ways that giving impacts the already high-caliber education at MICDS.
A Multi-channel Approach
Part of our work on the Annual Fund project was updating the Fund’s mark to bring it more in line with the overall school brand. The complete package included a direct mail brochure, two postcards, an html email header and coordinating social media posts, ensuring that donors new and old would receive communication the way they were most comfortable.
