We overhauled the fundraising efforts and created an emotionally driven campaign that increased awareness and, most importantly, donations. The campaign has helped raise $4.78 million for the agriculture park, which is developing ahead of schedule. The positive effect it has already had on the community is immeasurable, but our challenge was showcasing that impact before the project was underway.

A campaign starts with a name.

The fundraising campaign was originally branded under the same umbrella as ‘Friends of the Farm,’ a name that didn’t evoke any action and left the organization with underwhelming community support. 

We convinced the large collaborative of stakeholders that, in order to get the project off the ground, the fundraising campaign needed its own brand. To ensure the coalition was excited about the direction of the campaign, we pitched three different concepts (one based on the original name and two new options) for them to choose from.

Raising awareness, raising funds.

To set the freshly branded campaign up for success, we built Build This Town an easy-to-manage website, produced a robust donation packet, and built a comprehensive marketing plan that outlined creative direction, messaging, and strategy. And to maximize donations, we identified three key audiences that Build This Town should target, from grassroots donors to million-dollar organizations. The strategic plan continues to guide Build This Town’s fundraising efforts, and the donations haven’t slowed down since the campaign first launched.