Background & Goal
Blackbaud needed a creative campaign for prospects and customers at colleges and universities to deepen their understanding of the concept of crowdfundraising and entice them to participate in our webinar series on the topic.
Crowdfundraising is like crowdfunding, except supporters raise money for an organization rather than a specific project. Most of our prospects and customers associate crowdfundraising with walk, run, or ride events. But we wanted to demonstrate that crowdfundraising can be much more than that—crowdfundraising events can be as creative as they can imagine, and they can be carried out on a much larger scale to raise more money and build deeper affinity for the colleges and universities they serve.
Creative Execution
To illustrate this in print, we chose huge, bold photography superimposed with the headline “THIS IS CROWDFUNDRAISING.” The images depict events not commonly associated with crowdfundraising, with vivid colors and interesting close-ups creating strong stopping power. Copy is intentionally minimal, underscoring that crowdfundraising can be as simple, big, and bold as the imagery suggests.
Introductory email
Whitepaper and blog post
Whitepaper - select pages
