To launch a $6 million fundraising campaign, I worked with the Ramey Agency to produce an integrated multi-media campaign that included a print brochure, digital and social elements, and campaign letterhead and stationery. To bring the campaign to life, we created wrist bands, a 3D tactile mailer and leave-behind piece, and an oversized version of the 3D piece to use at events.
One key element of the campaign was visual bands and rubber bands that represented obstacles that keep economic security out of reach for many women in Mississippi:
No Health Care
Lack of Opportunity
No College Degree
Unplanned Pregnancy
These bands were woven into all print, digital, and social tactics, bound the spine of the multi-page printed brochure, and were central to campaign extension and engagement.
The rubber wristbands — with versions to represent each obstacle — reinforced the key proof points of the messaging, served as conversation starters, and were an all-around big hit with board members, volunteers, and Foundation supporters. Everyone wanted one of each! You could spot stacks of bands on arms at our events, around town, and in other key areas of the state.
The idea behind the 3D mailer/leave-behind piece was to capture the interest and spark action from key influencers. Mailed to 100 top influencers, these “Rubik’s cube” wooden blocks continued the rubber band/obstacle theme and were designed for the recipient to mix and match the faces of the campaign on the cube as they physically removed the “obstacle” rubber bands from the piece.
The campaign surpassed the fundraising goal in record time and drove significant brand awareness and engagement. We saw a lift in new individual and corporate donors and strengthened donations and long-term pledges from existing donors.
Lisa Jordan 