The McCormick Foundation
Rallying a city to a bigger cause and inspiring donors to give.
It was September 2017. The McCormick Foundation shifted focus to just Chicago and severed ties with longtime fundraising partner, The Chicago Tribune. They needed a new fundraising brand and an EOY campaign to bring in donations and new donors. Fast.
We created a fully integrated fundraising campaign born of a data-driven insight: 75% of Chicagoans felt the city had gotten off track. The widespread belief was “Chicago’s got so many problems - no one can fix it.” That’s true, we realized. No one can. But together? Together we shine.
That message became a rallying cry, helping the brand amplify stories of the work being done at the grassroots level, and the impact that work had. Since they no longer had the Tribune partnership, we leveraged audience data to connect with their previous donors and new ones in social media, email, direct mail, and digital media.
Engagement was high for their first foray into digital advertising - the short films we created had video engagement 7X industry norms. And though we kicked off the project on September 11, by December 31, the fund had met its stretch fundraising goals, achieving an ROI of 32X.