As we identified key campaign messages, relationships between campaign communications and other communications emerged. It became clear that a compelling case for support would weave together the Lakeview story, the fundraising strategy and the campaign outcome. Thus, Lakeview Forward was selected as the campaign theme to convey the importance of taking bold steps to position Lakeview as an educational institution offering the best possible learning environment for students.
The campaign theme and message translated to simple, yet effective, custom-designed pieces and e-mail newsletters, which were used to secure more than two-thirds of the campaign goal during the foundational stage. Upon completion of the foundational stage, we then revamped an existing communication tool to help launch the public phase. By integrating the Lakeview Forward campaign messaging throughout the school’s annual report, we connected the fundraising need with the school’s mission and vision.
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