The McCormick Foundation
Rallying a city to a bigger cause and inspiring donors to give.
In 2017, the Robert R. McCormick Foundation changed strategies – shifting from a national focus to a Chicago focus – and partnering with Chicagoland community nonprofits making a difference for people who need it most. They were launching a new fund and needed to transition their existing donors while also laying the groundwork for expanding their outreach and starting to fundraise.
Our idea built off the tension that many believe Chicago has so many problems that no one can fix it. And the work acknowledged that indeed no one could fix it. But together, we could shine.
The SmallGood campaign used all mediums to reach donors - from direct mail to digital ads and email to social media. Video content was used in social media and online banner ads targeted current donors.
Email and direct mail motivated donors with compelling, true stories. And video engagement exceeded industry standards by 7x. This campaign reached an ROI of 32X.
And the whole project took less than 3.5 months. It was gratifying to see Chicagoland rallying to make the city we all love, a better place for all to live.