How To Create An Award-Winning Fundraising Appeal: Mission Minded for Hackley School

Chosen because Mission Minded won Silver for their client, Hackley School, in the 2021 Brilliance Awards Printed Fundraising Appeal category. Mission Minded shared how this piece became an award-winner.

“Are you all in? My answer is a resounding — YES! Hackley’s Beyond Boundaries asks the community to unite, elevate and create. The piece mixes in great copy, quotes from the community, engaging photos, and student drawings. It clearly articulates how the campaign funds will be used and to what end — to ‘deepen — and even transform — the impact of a Hackley education.’”

— Brilliance Awards Judge's Comment

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“Having our work recognized helps others in the sector see what is possible with the investment of strategic communications, the value and impact it can have for their school.”

— Romayne Levee, Mission Minded Partner & Director of Education Strategy

Start with Why and How

Hackley School’s combined capital and endowment campaign aimed to raise $80 million to ensure their school continues to set the standard in K-12 education.

In order to re-energize internal stakeholders and current donors, and attract a new generation of ignited donors, Mission Minded and Hackley School conveyed the emotion, urgency, and rationale of their campaign. This came through in their donor messaging that helped create a compelling and inspiring experience that drove them to action.

“Fun and very energetic, this looks like a school that donors would love to get behind. Also works really well within their brand.”

— Brilliance Awards Judge's Comment

The Bigger Picture Behind Hackley’s Capital Campaign

Hackley School’s values and plans aren’t just lofty dreams. They approach their goals the same way they approach their education: All in.

This campaign demonstrates their commitment to their collective
ambitions. It makes good on their promise to redefine excellence by
creating conditions for connection and inspiring their students to seek meaningful lives.

Because when their community comes together to realize the Hackley of tomorrow, there’s no limit to what they and their students can accomplish.

“Campaign strategy is an investment. It acts as the ultimate tool for school. The strategy helps shape any communications, marketing, and outreach effort and lasts throughout the duration of the campaign.”

— Romayne Levee, Mission Minded Partner & Director of Education Strategy

Advice for Others

Great campaigns don’t create a separate theme; they lean strategically into the school's already established brand. This includes their values, personality traits, the experience donors have when they engage with the school, and an emphasis on what makes them unique.

Congratulations, Mission Minded and Hackley School. You are brilliant!

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TEAM
Rod Lemaire, Mission Minded, Partner and Creative Director|
Romayne Levee, Mission Minded, Partner & Director of Education Strategy
Stephanie Swain, Senior Strategist
Lee Domingue, Mission Minded, Art Director
Brian Love, Illustrator
Carly Martin, Illustrator
Lucie Rice, Illustrator
Martha Rich, Illustrator
Chris Taggart, Photographer

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