‘Educating & Inspiring’
University Giving Foundation Case Study
How we helped a top-50 research institution develop a foundation and giving campaign.
THE CONTEXT
George Mason University, Virginia’s largest public research institution, sought to establish a dedicated foundation to streamline and amplify fundraising efforts. The goal was to create a compelling sub-brand that inspired contributions — one that felt distinct yet seamlessly aligned with the university’s overarching identity. The challenge was not only developing a clear, aspirational story but also making the giving process feel effortless, impactful, and engaging for donors.
THE WORK
We partnered with the GMU team to develop a strategic sub-brand for the foundation, crafting a unique identity that spoke directly to donors while reinforcing the university’s mission. We built a comprehensive messaging framework and campaign website, ensuring the foundation’s story highlighted student support, groundbreaking research, and campus innovation in a way that was both emotionally resonant and action-driven. Through compelling storytelling, user-friendly design, and a strong call to action, we positioned the foundation as a vehicle for real change, making it easy for donors to see the direct impact of their gifts.
WHAT WE DID:
Brand discovery and exploration
Strategy and positioning
Narrative and messaging work
Website development
PR, outreach, engagement strategy
THE OUTCOME
The new foundation brand and campaign platform helped drive engagement and donations, providing a clear and compelling way for contributors to support students, research, and campus growth. By aligning the foundation’s messaging with the university’s broader vision, we ensured that donors felt connected to something greater — a legacy of progress, education, and global impact.
THE TAKEAWAY
A strong foundation — both figuratively and literally —is built on clear messaging, compelling storytelling, and seamless accessibility. By crafting a brand that felt both mission-driven and donor-centric, we helped GMU establish a fundraising engine that not only drives immediate contributions but also fosters long-term investment in the university’s future.
