Catholic Charities
Situation
The Catholic Charities brand is ranked among the top ten most
valuable brands in America, along with not-for-profits such as
Habitat for Humanity and the Red Cross. As a federation of more
than a dozen agencies with independent fundraising needs, Catholic
Charities was faced with donor fatigue and a lack of clarity about
the various needs and ways to give. This confusion was limiting
fundraising success.
Goal
Prepare a compelling case for support. Acknowledge and cultivate
major donors through visible and appropriate recognition. Leverage
the brand.
Strategy
Write a strategic communications plan including a case
statement, focused communications goals, and targeted message
strategies. Rebrand the major donor society. Tell local stories of
high emotional content. Link advertising support to annual giving
through direct mail and online gifts.
Impact
Sustained annual giving in 2009 and 2010. Improved understanding
of the major donor society as an annual giving opportunity.