MICHAEL SCHMIDT
Brand + Communications Strategy
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Commonwealth Catholic Charities Brand Identity Development The Martin Agency (Pro Bono)
The Project: Direct the development of a new brand identity and communications materials
CCC wanted to update its image, and it needed to apply some organizing principles to its efforts to spread awareness of its services and solicit new donations specifically Corporate and Major Gifts
The Outcome: Serious props from the client Presenting the new brand platform I developed to the CCC Board of Directors and Executives was a one-of-a-kind experience; it’s the only time I’ve seen strategy make a client cry After the brand platform brought tears of gratitude, I used it to provide direction for the creation of graphic standards, which I shared with one happy client along with a sample solicitation presentation
How to give a venerable institution a sense of self, breathing new life for the next 85+ years
Organization Overview: 86 years of (all kinds of) service Formed in 1923, Commonwealth Catholic Charities provides a wide variety of programs and services to vulnerable individuals and families throughout central and southwestern Virginia
Project Goals: Provide an identity that gives meaning to the CCC brand was dissatisfied with its look and feel; it didn’t give a sense of the integrated 1CCC nature of its programs of the unified approach it brings to service Existing communications often default to a woe-begotten tone in efforts to emphasize need
- not very motivating for potential donors they need an uplifting voice that focuses on the programs’ benefits
efforts for potential corporate donors hinged on monthly, sparsely 2Fundraising attended fundraising luncheons with the CCC Board The small bit of information that was provided between bites was unorganized, and there was rarely an ask at the end The Board needed an “elevator pitch” that could get them in the door, and materials to continue the story once they had a prospect’s attention
Research Study Analysis: To determine what donor prospects looked for in communications from CCC, my first step was to analyze the previously commissioned study Insight
Insight
The donor : prospect awareness gap
The numbers game of solicitation
• 58% of current or potential donors are somewhat familiar with services, versus...
• 67% believe showing statistics of impact
• 65% of corporate prospects are not at all
• 92% feel it is very important to know how
is very important a charity manages money
familiar with charity or services
Implications Customize communications with programs of interest for individual prospects
Implications Capitalize on CCC’s high percent of donations that go directly toward helping those in need
1
1
it can educate about its various 2Before services, CCC must know what it stands for
2Highlight CCC’s scale and scope
Assets & Obstacles: To Address:
To Leverage:
•
“Catholic” stigma
•
A wide range of programs to serve the vulnerable at any life-stage limits focus
•
Emphasis on necessary, relatively basic services, versus more “en vogue” issues this comes as a result of nearly 90 years of operation
•
Operations of programs maintains a close connection to those in need
•
Programs focus on “essential” services
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Efficient operations maximize use of funds
•
Scope of services and geography results in significant impact on community
Brand Platform: Position
Promise
Proof
Personality
CCC is the charity that provides what’s needed most by those most in need, regardless of faith
Genuine help whenever and wherever it’s needed
Expertise
Breadth
Efficiency
High-caliber service with 86 years of experience
16 different programs offer support at all stages of life
86% of contributions go directly to helping those in need
Practical compassion A bias for action with a can-do spirit
BRIEF
Genuine help whenever and wherever it’s needed Objective: “Up the profile” of CCC with cohesive look and message • Give CCC a cohesive identity for all of its programs • “Tell the story” that must precede donor outreach; help CCC stand for something that goes beyond its association with the Catholic faith
Audience: Corporate and Major Gifts donation prospects Carefully consider gifts; efficiency and impact are major factors Want personal connections with the organization and its cause
Relationship-building is crucial
Are not compelled to give by CCC’s Catholic association
The brand must stand on its own merits
Strategic Support:
With its large and well-organized infrastructure, CCC is more equipped to offer help whenever and wherever it’s needed Personality: Practical compassion A bias for action; doing is better than talking. The organization is closely connected to those in need, and it brings an optimistic, can-do spirit for helping them
Creative Output: Bring the new brand platform to life 1. Graphic standards for all communications 2. Collateral to facilitate relationship building with high-profile prospects
WORK Graphic Standards
AD: Matt Wotysiak (The Martin Agency)
Solicitation Presentation (excerpts)
Sample Customized Page (highlighting prospect’s program of interest)