Branding a new fund at the Hartford Foundation
The Hartford Foundation for Public Giving had created an exciting new donor fund with the goal of connecting people with priority issues in the community by focusing on three areas and making all donations available immediately. This type of fund is new to the foundation, so we knew we needed to make it extra special. We named the fund Spark Funds to show how something small can have an immediate impact on the community as a whole, channeling the energy and passion of the Foundation's new donors to work being done by their community partners. Our tagline - Connecting Passionate People with Community Priorities.
Check out the logo below!
Creating a digital home for Spark Funds
We developed a custom HTML site that could easily catch and quantify the digital traffic from all of our marketing efforts. The site gave a brief description of each focus area and allowed users to learn more about the Hartford Foundation.
New materials for program development staff
The growth and success of these kind of funds are made possible by the development departments of the organizations. When hitting the streets to find donors, partners or programs, they need to be armed with the best materials in order to resonate with potential new business.
VIDEO FOR SOCIAL
Developing this video brought us all over the city of Hartford, introducing us to the people who make the programs in the community work. We heard from so many beautiful people who shared with us their passion for making an impact in the lives of those served through their programs. We put together a video montage of some of the programs we met with that we used to promote the funds to a newer audience on social.
The Media Campaign
Along with the release of the social commercial on Facebook (seen above), we put together a campaign that drove users from local news sites like Hartford Courant and WFSB to our newly developed microsite. We chose to focus on the three priority areas in our ads, often times rotating through multiple focus areas with one ad.
FACEBOOK AD GRAPHICS
Tuned in on NPR