United Way of the National Capital Area
Non-profit | Integrated Campaign
(Web, Research, Logo, Collateral, Advertising)
About the Client
United Way of the National Capital Area (UWNCA) coordinates one of the largest annual fund raising campaigns in the country, distributing millions of dollars to more than 1,000 non-profit partners and nine local Community Services Funds serving the Washington, DC, metro area.
Challenge
UWNCA hired LMD to create a marketing campaign that would increase corporate and individual donations; regain support of corporate sponsors who previously withdrew; rebuild credibility as a leader in charitable giving in the Washington, DC, metro area; and communicate UWNCA's value and impact in the community.
Solution
Created the campaign theme and messaging (U3–Multiply the Power of U), as well as all supporting marketing materials, including a strategic marketing plan, Washington Post print ads, :30 and :60 radio and video spots, 3:00 campaign film, campaign coordinator and donor collateral, outdoor signage, and bus boards.
Developed crisis communications plan to address leadership changes and corporate re-structuring. Implemented message training for UWNCA employees, advocates, and campaign coordinators.
Conducted focus groups among various audiences to measure effectiveness of messaging and creative execution.
Redesigned and developed UWNCA's website.
Outcome
Increased campaign donations; total donations amounted to $20 million – a $2 million increase over the previous year's campaign.
Regained corporate sponsors, including such leading firms as Pepco, Amtrak, and Marriott.
Re-established partnership with and support from The Washington Post, with a $220,000 donation in pro-bono advertising.
Technology
LMD worked with an existing proprietary CMS and Donation Tracking System to implement the website.
- Macromedia ColdFusion 4.5
- Microsoft SQL Server 2000
- HTML 4.01/CSS 1.0