Cultural

The New York Public Library

Case/Campaign:
“A Gift for All New Yorkers” – Holiday/Year-End Campaign
Client:
The New York Public Library
Collateral:
Emails, website components, lightbox
Challenge:

The New York Public Library’s holiday and year-end campaign is a huge opportunity to fundraise for the year ahead and garner new members. Using the tagline “A Gift for All New Yorkers,” we were given an opportunity to reimagine the many possibilities the Library holds for our city – and the world.

Solution:

This campaign integrated offline and online components, beginning with a direct mail card and corresponding email for the online audience. In addition to a holiday banner and targeted support pages and sidebars, a highly successful lightbox was created to drive users to the donation page.

The holiday and year-end emails were sent out to appeal to a broad range of Library visitors and highlight the many free services the Library offers. Each email had a different theme, ending with a year-end appeal that invited readers to make a tax-deductible donation.

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Smithsonian Institution Legacy Fund

Case/Campaign:
Legacy Fund Campaign
Client:
Smithsonian Institution
Collateral:
Emails, microsite, landing pages
Challenge:

The U.S. Congress challenged the Smithsonian to raise money to address critically needed renovations and repairs. We needed a way to quickly mobilize donors to help this iconic institution raise the funds needed to restore its magnificent buildings and protect America’s legacy.

Solution:

We developed The Legacy Fund, a fundraising campaign that offered a matching gift incentive. Launched with an introductory email to the campaign, the main focal point was a dynamic microsite that delved into the history of the Smithsonian Institution and reiterated the need for public support.

To increase urgency during the final days of the countdown, a “last chance” email persuaded donors to make last-minute gifts.c

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