Even in the quiet phase, your campaign’s messaging matters.
When Nazareth College began the quiet phase of its Campaign for College and Community, it partnered with Zehno to define a messaging platform for the public phase of its capital campaign. The primary audience for the public phase included regional philanthropists, foundations and corporations, many of whom were not familiar with Nazareth’s work.
Zehno created a communications plan for the public phase of the campaign and developed a creative concept. The creative theme, “Teach. Heal. Discover. Transform,” positioned the institution as Rochester’s premier educator of health care and education professionals, many of whom came from outside Rochester to study and then stay in the
area. Stories focused on the people impacted by students, alumni and by the college’s community programs.
Photography collages combined images of historical Rochester, Nazareth students and faculty, and patients and youth — connecting Nazareth to the past, present and future of Rochester. Transparent foil stamping and debossing gave texture and depth to the print materials. The resulting look and feel was high-touch and emotional.
Specific tools developed by Zehno included:
- A case statement and folder package that served as the lead publication.
- A dedicated campaign website led by four impact stories about Nazareth’s work in teaching, health care and research. The site also included an interactive building feature that allowed prospective donors to view the benefits of the new space and explore floor plans and renderings, as well as donor profiles and giving opportunities.
- A hosted WordPress blog that allowed advancement writers to post news and updates without the overhead of integrating the entire site with a more robust content management system.
- A supporting college image advertising campaign for local newspapers.
The result: Nazareth College raised $51 million, surpassing its $45 million campaign goal.