How To Create An Award-Winning Fundraising Appeal: Mission Minded for San Francisco University High School

Chosen because Mission Minded won Gold for their client, San Francisco University High School, in the 2021 Brilliance Awards Printed Fundraising Appeal category. InspirED asked Mission Minded about the project.

“University High School builds a strong case for investing in their community to help take it to the Next Level. Funds will support five critical areas and bring about enhancements that will not only positively impact the school, but place UHS in a leadership role within the secondary education community. It’s time to take it to the Next Level, don’t you agree?”

— Brilliance Awards Judge's Comment

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Determine How To Motivate Donors

A multi-year planning initiative resulted in an inspired strategic plan for San Francisco University High School (UHS) — one that would transform their school and every student who attended.

And while the plan inspired stakeholders on a rational level, it would fail to evoke the necessary emotion and urgency to move prospective donors to action for this $70 million campaign.

“UHS needed a capital campaign strategy and supporting tools to communicate the importance and impact of their campaign, send consistent signals throughout its duration, and make it easier for key audiences to engage — especially new donors.”

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

Name the Campaign

Mission Minded worked with UHS to develop a strategy to position the campaign as a catalyst for revitalizing secondary education. This led them to create an inspired campaign theme: Next Level. It was evocative, suggested ascension, and had unlimited potential for visual demonstration.

“The execution is bold and attention-grabbing in both the design, as well as the appeal. It’s direct and it’s impactful.”

— Brilliance Awards Judge's Comment

(Above) Spreads from the UHS capital campaign case statement

“Every time I see this, I think about the pride I feel in handing this to a donor prospect. It’s absolutely beautiful.”

— Shaundra Bason, UHS, Director of Development

Advice for Others

 “If you are embarking on a capital campaign, develop a campaign strategy,” says Romayne Levee, Mission Minded Partner & Director of Education Strategy. “No matter what size and scope, the key is a strategy that articulates the emotion, urgency, and the rationale of your campaign.”

Congratulations, Mission Minded and San Francisco University High School. You are brilliant!

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TEAM
Zack Kushner, Mission Minded, Senior Strategist
Carrie Tilmann, Mission Minded, Manager of Education Creative
Romayne Levee, Mission Minded, Partner & Director of Education Strategy
Rod Lemaire, Mission Minded, Partner & Creative Director
Sara Buettmann, Mission Minded, Art Director

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