Advancement

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These are a few of the advancement and fundraising projects we’ve recently worked on. We hope you enjoy them!

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On this page, you’ll find the case studies we’ve selected especially for you. All of them showcase the talent, passion, and ingenuity we put into everything we do. Reach out if you have any questions!

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Connecting alumni, one moment at a time.

Goucher alumna Mildred Dunnock wears a black feather boa in a striking image used for the Undaunted campaign

Goucher College

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Goucher College

Home Work Goucher College

The Challenge

Goucher College announced its intention to raise $100 million dollars by 2022 for an ambitious campus construction and renovation effort. To do that, it would need to inspire donors, alums, and stakeholders — many who’ve had no contact with the school in years — to reconnect and give. The school’s change from female to co-ed in 1987 and the addition of new degree programs made the challenge of meaningfully engaging alumnae/i even more complex. Despite the significant changes at the school over the decades, leadership believed there was still an emotional thread that connected all Goucher students. The college partnered with idfive to find it — and reignite support for the school’s future.

Decorated event space with large posters

The Solution

Through a comprehensive discovery process, idfive and Goucher College found that what excited alumnae and alumni most was recounting the personal moments at the school that changed the trajectory of their lives. It could have been the day they chose to explore a new discipline, a lesson learned in defeat, or an opportunity to stand up and speak their mind.

Inspired by these stories of students taking their first tentative steps despite the uncertainty that lay ahead of them, we developed Goucher Undaunted, a comprehensive online and offline fundraising effort. Each of the campaign’s tactics invites audiences to remember the moments that matter to them while asking them to support the moments-to-come for future students. A giving page features stories of Goucher alumnae/i plotting the moments and places on an interactive campus map. A video shared over social media and during the campaign’s opening gala expresses Goucher’s underlying legacy. And a series of digital and print assets communicate the Goucher Undaunted mission.

In the first year, the campaign has already raised half the funds it needs while giving alumnae/i a reason to reconnect with Goucher College and each other.

Branding

The Goucher experience is marked by shared experience, combined with a signature bold approach to liberal arts education. The Goucher Undaunted emblem reflects that purpose and rallying cry.

The yellow color of the surrounding box and highlighted “UN” represent Goucher’s influence on the lives it touches. Goucher as a contained place and unified concept is comprised of the same lasting element that capacitates the magic “UN”ning moment that summarizes the Goucher experience.

Undaunted Blue

Undaunted Gray

Undaunted Yellow

Goucher Blue

Accent Blue

The Result

The campaign reached half of the total goal in its first year while giving alumnae/i a reason to reconnect with Goucher College—and each other.

Crafting a story with data.

A Hopkins student poses with the Blue Jay mascot during a lacrosse game at Homewood stadium

JHU Department of Development and Alumni Relations

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JHU Department of Development and Alumni Relations

Home Work JHU Department of Development and Alumni Relations

The Challenge

In 2010, the Johns Hopkins University Department of Development and Alumni Relations started Rising To The Challenge, an eight year, $5 billion fundraising campaign. It is, by far, the most ambitious fundraising initiative in the institution’s history. But at just over 80% complete, Rising To The Challenge needed a way to connect and engage with the distinguished volunteers who support the campaign, rally them to the cause, and finish strong. The goal was to create both a website and a booklet that told the story of the campaign’s progress to this point through engaging data visualization, driving the narrative of the campaign’s accomplishments and aspirations. $5 billion is a LOT of data to visualize. Oh, and one more thing: all of the figures on the website will update quarterly.

The Solution

Research/Analysis
UX Design
Information Architecture
Graphic Design
Front-End and Back-End Development

$5B

Money Raised Throughout the Rising To The Challenge Campaign

Building a universal brand for astrophysics.

Deep space photograph displays a distant star cluster and nebula

Center for Astrophysics | Harvard & Smithsonian

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Center for Astrophysics | Harvard & Smithsonian

Home Work Center for Astrophysics | Harvard & Smithsonian

The Challenge

Since its founding over half a century ago, the Center for Astrophysics | Harvard & Smithsonian became one of the leading astronomy and astrophysics centers in the world. But brilliant research didn’t necessarily translate into a brand that told a clear story of who they are and how their discoveries continue to expand humanity’s knowledge of our universe.

Research

We began our engagement with CfA with a two-pronged approach, reviewing existing communications and interviewing some of their top researchers and leadership. To gain an outside view, we also interviewed research partners, funders, and advisory board members. We had two clear goals in mind: understand the CfA, and find out how they’re perceived by the world.

850+

Researchers and staff.

For a life-long space nerd like me, working with CfA was an amazing experience. It was such an incredible privilege to get to interview some of the leading astronomers and astrophysicists in the world and learn more about the discoveries CfA has made and continues to make every day. I know all of us at idfive are immensely proud of the fact that our work is helping CfA tell their story better so they can continue to expand humanity’s understanding of the universe.

Sean Carton

Chief Strategist

Strategy

Our research revealed two key data points: 1) The CfA is regarded as one of the world’s leading astrophysics organizations; but 2) nobody really understood their structure, and that misunderstanding often led to difficulties in securing funding or recruiting scientists. They were doing some of the most amazing science in the world, but outsiders were confused about who was doing it.

Branding

We realized that in order to tell the true story of CfA, their name had to change. We wanted it to communicate CfA’s preeminent position in astronomy and astrophysics while communicating the equity of Harvard’s and the Smithsonian’s contributions. The new name – The Center for Astrophysics | Harvard & Smithsonian did exactly that, emphasizing science over structure.

Design

We wanted to create a visual presentation of the new name to reflect the CfA’s long commitment to science and collaborative discovery. The symbolic gradient of the logo is reminiscent of a stellar spectrum—a key tool of astronomy instantly recognizable by their external audiences—while the logo’s contemporary typography speaks to both today and tomorrow’s discoveries.

CFA RED

CFA VIOLET

Website

The redesigned CfA website, published in March 2021, features copy guided by updated messaging and a design informed by updated brand visuals. The website’s content strategy puts science first by prioritizing ongoing research via a “Big Questions” section, and highlighting research, people, and facilities within the navigation.

Conclusion

Through all of our work, idfive has helped the CfA navigate a complicated institutional environment to ultimately implement a clear, compelling, and consistent brand that speaks to both internal and external audiences. United and energized by the new brand and marketing, communications, and fundraising tools, the CfA can now focus on the incredible research and discoveries that lie ahead.

Facing down hunger with invigorated focus.

Two members of the FoodWorks training program, dressed in chef's gear, smile at each other in the teaching kitchen

Maryland Food Bank

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Maryland Food Bank

Home Work Maryland Food Bank

The Challenge

In Maryland, it is estimated that 1 in 3 people experience food insecurity—the Maryland Food Bank (MFB) is addressing this issue head-on. In a time when nonprofits across all sectors must constantly compete for attention and dollars, how could the Maryland Food Bank amplify its mission to fight food insecurity in the state?

As idfive dove into research, one thing became clear—the MFB needed to increase its outreach, inform a wider audience, and present a compelling appeal for support and partnership to be successful in improving the lives of Maryland families.

Maryland Food Bank homepage on mobile view

Outreach & Fundraising

Research conducted during the web redevelopment phase showed lackluster engagement numbers and poor Search Engine Optimization (SEO). These discoveries laid the foundation for a new website design and a content strategy capitalizing on the celebration of MFB’s 40th anniversary, which drove giving to new levels. The campaign, combined with the new site, helped MFB reach new audiences while strengthening the relationships they already had with donors, volunteers, and partners in Maryland and the surrounding region. But this kind of harmony between advertising and the web is nothing new to us.

Design & UX

Visual identity, graphic and typographic treatments are an extension of an organization’s personality. Slightly rounded corners throughout and a new, rounded typeface keep it feeling approachable yet grounded in the serious nature of its mission, while the bright colors bring in a sense of hope and energy.

We combined MFB’s existing brand with the additional knowledge gained during our discovery process to flesh out a fuller toolkit which included tools such as an interactive “Maryland Hunger Map.” The map uses data to inform volunteer activities as well as programming and policy decisions of partner agencies and local governments working together on this issue.

Print Collateral & OOH

In addition to the website redesign, we extended the new and refreshed visual identity to other collateral, like vinyl wraps, magazine spreads, and other printed materials. This cohesion ensures people will recognize MFB’s work, be it online or in person.

Client Success

Since its launch, the top visited pages have been “Find Food,” “Donate Today,” “Ways to Give,” and “Volunteer”—which quite literally represents the actions MFB wants its audiences to take. Finding effective ways to get families the resources they need, connecting financial supporters to the urgency of the crisis, and recruiting a team of committed volunteers are how informed design addresses our communities’ most pressing challenges.

Results

Since MFB was founded in 1979, it has served millions of meals, helping thousands of families put food on the table, as well as fund community initiatives to help people find jobs in the food industry. At idfive, we were energized by MFB’s conviction. We joined them in imagining a Maryland where children don’t struggle to learn, working families no longer debate how to manage bills—older adults aren’t hampered by limited mobility, and people in Communities of Color can overcome institutional barriers to food security. By using the expertise of our creative team and developers, idfive was able to fulfill its mission by helping MFB fulfill theirs.

Forging a new legacy for liberal arts alumni.

Washington College

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Washington College

Home Work Washington College

The Challenge

After several years spent in the quiet phase of their development efforts, Washington College decided to embark on a multi-year, comprehensive fundraising campaign to support four areas integral to their future: student access and affordability, faculty excellence, student engagement, and the learning environment. With a focus on these four priorities, the school could continue to uphold their liberal arts values and traditions of writing, critical thinking, and social justice. The challenge of the effort was to convince potential donors—students, alumni, faculty and friends of the school—that the school was prepared to commit to such a mission. And that no matter their graduating year or connection to the school, each Washington College affiliate has a stake in it.

The Solution

After interviews with alumni, faculty, students and school leadership we found that no matter their graduating year, major, or relationship with the school, everyone has a story to tell about Washington College. Each interview revealed a particular program, course, professor, or campus memory that defined their years at the school and shaped them as a person. As these stories added up they all pointed to one thing: a legacy. A Washington College legacy rooted in George Washington’s commitment to the liberal arts and extending to each new student’s pursuit to be a better writer, scholar, thinker, and person.

With the Forge a Legacy campaign, idfive featured the alumni, faculty, students and partners of the school as torchbearers of Washington College’s mission. We created promotional collateral, digital designs, a Facebook profile picture overlay app, and a donation landing page that collected and displayed individual memories in a customized story hub that allowed stakeholders to see and share their place in the school’s value proposition and ongoing narrative. It is these stories that connect donors and show them how the school has, and will continue to, use donations to preserve and advance the liberal arts education, uphold traditions, and prepare students to carry forth this meaningful legacy.

Paying it Furward.

A medium black dog's tongue lolls out sideways

Baltimore Animal Rescue & Care Shelter

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Baltimore Animal Rescue & Care Shelter

Home Work Baltimore Animal Rescue & Care Shelter

The Challenge

Every year at idfive we reserve funds for holiday gifts for our clients. But in 2015, we wanted to try something new. Rather than send gifts, we decided to use that money to contribute to a nonprofit on behalf of our clients. And rather than just make a simple donation, we banded together to volunteer our time, energy and expertise.

Inspired by our fondness of both animals and Baltimore, we chose to support the Baltimore Animal Rescue & Care Shelter (BARCS). As the largest shelter in Maryland that doesn’t turn away animals, BARCS takes in an average of 35 animals a day and as a result they’re constantly looking for additional resources in order to treat the never-ending influx of Baltimore’s sick and abandoned animals. In order to give a much-needed boost to year-end donations, we developed an integrated marketing campaign focused on fundraising. Concepting for the project started in November, with a goal of raising $100,000 in a month.

The Solution

Working with the BARCS marketing team and a host of volunteers, we created the #PayItFurward campaign which combined paid and earned social media, volunteer engagement, PR outreach, email, out-of-home, print, and point-of-sale tactics. Beginning with the launch of a four-minute online video released to volunteers in advance of #GivingTuesday, the campaign sought to engage BARCS’s most vocal and active audiences, and mobilize them as ambassadors for the fundraising effort. idfive and BARCS then released a steady stream of content through coordinated email and social media posts, as well as posters and “collateral” designed to engage humans and dogs alike—Milkbone “fortune cookies” wrapped with messages about BARCS fundraising.

The Results

idfive and BARCS’s marketing efforts shattered expectations and far surpassed the goal we’d set back in November. The campaign attracted the attention of multiple news outlets and we were even able to service the generosity of many of our previous partners, leading to a daylong billboard spot from Clear Channel and free poster printing from Indigo Ink. With idfive matching donations up to $1,000, on #GivingTuesday alone the campaign brought in over $32,000 (four times the money raised on that day the previous year). For the month of December, idfive and BARCS marketing efforts helped to bring in over $250,000 in online and offline donations, more than double the initial goal. The campaign then went on to win a Silver Award from Baltimore’s American Advertising Federation in the Public Service Integrated Campaign category. As a mid-sized agency working with a local nonprofit, that’s a momentous achievement—but then again, it’s not about the size of the dog in the fight, it’s the size of the fight in the dog…or agency.

Refocusing on the heart of public health.

A young girl smiles while being chased by two other children in a game of tag

Johns Hopkins Bloomberg School of Public Health Feel Good

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Johns Hopkins Bloomberg School of Public Health Feel Good

Home Work Johns Hopkins Bloomberg School of Public Health Feel Good

The Challenge

Regularly atop the U.S. News rankings, the Johns Hopkins Bloomberg School of Public Health wanted to build on its success with an integrated campaign to attract the best public health students in the world. As a trusted partner that had previously produced award-winning work for the school, idfive was brought in to help.

The Strategy

Working with the school, idfive created an advertising campaign to appeal to the hearts and heads of top-tier students. The “Feel Good” campaign includes banner ads and magazine print ads, as well as a landing page that collects and funnels prospective students to the admissions team. Targeted to top prospects, the campaign invites students to join a school whose mission isn’t just to educate but to advance research and save lives.

The optimistic tagline “feel good about the future of the human race”—excerpted from a speech given by the school’s dean—is supported in print ads and a landing page with real stories about students, faculty, and researchers who’ve made a significant impact on the public health community. As the first-ever national campaign in the school’s 100-year history, the series of ads both persuaded top students to apply and promoted the school’s brand and public health significance to a national audience.

Results

With enhanced brand awareness and positioning as a mission-based—and mission-first—institution, the Bloomberg School strengthened its position as the largest and most highly ranked school of public health in the world.

The “Feel Good” campaign received a Collegiate Advertising Gold Award for web advertising.

Raising funds with a cuddly campaign.

Portrait of an American bobtail meower, also known as a cat

Maryland SPCA #GivingTuesday Campaign

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Maryland SPCA #GivingTuesday Campaign

Home Work Maryland SPCA #GivingTuesday Campaign

The Challenge

With the globally recognized day of nonprofit support, #GivingTuesday, approaching, the Maryland SPCA was in search of a creative partner to concept a fundraising campaign that they could execute across multiple online channels. The nonprofit organization had a limited budget and a fast-approaching deadline, but a strong desire to connect with donors and advocate in a meaningful way leading up to and for #GivingTuesday.

The Solution

In the wake of a divisive mid-term election, idfive and the Maryland SPCA decided that their campaign would give voters a happier, more cuddly set of candidates to vote for: cats and dogs. Playing off the well-known partiality of dog people versus cat people, the “Vote Cat. Vote Dog.” fundraising campaign engaged donors with the opportunity to “vote” with donations.

idfive provided the concept and visual designs to the nonprofit’s marketing team, which then executed the campaign through various social media posts and emails targeting past donors, current donors, and volunteers. The campaign raised more than $41,000—$11,000 more than their goal—and celebrated both furry political parties as winners.

There’s more where that came from. Explore our website, meet our team, and learn about idfive.

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