Yeshiva University

Situation

The nation’s first public university, UNC-Chapel Hill continuously innovates in the fields of teaching, research, and service to better the lives of North Carolina citizens and people around the world. But in 2014—a time of state and national discord, marked by an erosion in public school funding—the school’s promise of “education for all” was being challenged. Leadership recognized a significant need to incorporate development and fundraising into its strategic communications planning and, that year, entered into the silent phase of a comprehensive campaign that would rely heavily on the generosity of individual donors. Shortly after, in 2015—24 months out from the planned public launch of the campaign—160over90 was engaged to capture UNC’s dynamic and progressive spirit, quell lingering trust issues, and rally private support to secure its public education mission.

Solution

During the course of a three-year engagement, 160over90 worked closely with UNCChapel Hill’s Development Marketing team to translate the University’s core strategies—“Of the People, For the People” and “Innovation Made Fundamental”— into a compelling fundraising campaign platform. In the first year of partnership, we articulated campaign priorities; developed an authentic and ownable campaign name and identity, For All Kind; and crafted a messaging platform that would convey UNC’s mission as a great, global, public research university, dedicated to serving the state. In year two, to shape an uncommon case for support and achieve University-wide campaign alignment, 160over90 developed a master case statement as well as bespoke case statements for every school and business unit across UNC-Chapel Hill, simultaneously delivering customization and message consistency.

Nearing launch, we developed a campaign microsite to house incredible stories of impact and direct audiences to give in different ways. And to underscore ambition, aspirations, and advancements linked to the campaign, we produced a powerful anthem video that debuted at the Fall 2017 launch and is still leveraged today (and living on campaign.unc.edu). Finally, for the first year the campaign was public, 160over90 planned and directed a targeted media buy, seeding campaign creative into market in a way that drove awareness, engaged brand stewards, and incited unprecedented support.

Results

To date, two-and-a-half years since launch, the Campaign for Carolina has raised $3.25 billion, and is on track to meet (or exceed) its $4.25 billion goal by December 31, 2022. Some 18,000 individual donors have stepped up and contributed nearly 420,000 gifts. While 26% of UNC-Chapel Hill alumni have given to the campaign, 41% of giving stems from non-alumni—a testament to the University’s extraordinary relationship with the residents of North Carolina.

Situation

In early 2017, Colby was gearing up for a $750 million campaign—the largest in liberal arts education history. Advancement leadership aspired to uncommonly map fundraising priorities to big-picture institutional values: the arts, wellness, civic engagement, global connections. And President Greene planned to further break precedent and go public after just one year in the silent phase. Together, 160over90 and Colby took another educated risk in turning outside of the category for campaign brand inspiration, to ultimately better reflect donor affinities.

Solution

Having completed its last major fundraising campaign in 2010, Colby had been quietly gearing up for an even more ambitious campaign effort, anticipated to redefine comprehensive campaigns among the top liberal arts colleges. Colby tasked 160over90 to develop the website messaging, theme, and materials for the $750M campaign that launched in October 2017, the largest by any liberal arts college to date. The campaign name of Dare Northward reflects the bold and unprecedented nature of the initiatives and priorities it supports.

Situation

Since the 1830s, Tulane University has experienced a history of ongoing evolution and ever-increasing impact. New Orleans is a place that pushes you to be you, and Tulane has always maintained a symbiotic relationship with the city it calls home. Just over 10 years ago, when Hurricane Katrina hit New Orleans, the city was devastated and the university was on the brink of closing. In the decade since, Tulane transitioned from a comeback mentality to becoming a distinguished national leader in higher education and offering a highly sought after experience.

Solution

Tulane approached 160over90 at the onset of the university’s largest fundraising effort in its 184-year history with a goal to raise $1.3 billion to bolster research, scholarships, and faculty. We were tasked with developing a campaign narrative that authentically represents how Tulane is thinking big, differently, creatively, and with urgency to solve significant issues of today. We conducted a robust Discovery and created the campaign’s message and brand centered on the theme Only the Audacious. With this campaign platform, our team created a multi-year campaign communications strategy and full suite of executions to support the campaign, including a dynamic microsite, anthem video assets, case statement, save-the-date, donor gifts, campus signage, print collateral, and a campaign launch event.

Event Strategy & Execution | Designed to generate awareness, instill pride, and foster excitement among the entire Tulane community, the Only the Audacious event served as an experiential extension of the Brand Concept work 160over90 created on behalf of the University. Our team developed and executed on a series of activations and “media moments” leading up to and during Tulane’s Only the Audacious campaign launch, as a means to effectively reach key audiences such as alumni and donors—and amplify the event’s reach to extend well beyond day-of attendees. Throughout the engagement, the 160over90 team liaised with and consulted alongside the Tulane Advancement Events Team to ensure cohesion and alignment on all event elements, including bringing the strategy to life and assisting with pre-activation logistics and day-of, on-site event execution.

Event PR | To help bolster the institution’s reputation and brand awareness on a national stage, and to court public opinion of key influences in support of the comprehensive campaign, 160over90 implemented a targeted earned media strategy. Media relations outreach was centered on achieving heightened visibility through a steady drumbeat of positive press coverage specifically surrounding recent rankings and recognitions, brand stories that expressly ladder up to the Only the Audacious campaign initiatives, as well as milestones, major gift announcements, and expert source positioning to increase share of voice.

Results

A successful campaign launch event in December 2017 was framed as a daylong celebration near Tulane’s Uptown campus. Attendees participated in a luncheon, concert, and other events designed to highlight the university’s contribution to areas including coastal restoration and medicine. 54,000 individuals have already donated $820 million during the campaign’s silent phase. The number of donors has increased by 2,400 donors year over year. Last year (2018-2019) Tulane set a new record with over 25,000 donors in a single year. The campaign has currently raised $1.0B towards the $1.3B goal.

Tulane approached 160over90 at the onset of the university’s largest fundraising effort in its 184-year history with a goal to raise $1.3B to bolster research, scholarships, and faculty. The agency was tasked with developing a campaign narrative/identity and website that authentically represents how Tulane is thinking big, differently, creatively, and with urgency to solve significant issues of today. 160over90 created the campaign’s messaging centered on the theme Only the Audacious, and thus the brand platform was born.

Campaign website for the $4.2B capital campaign commemorating UCLA’s 100-year history. 160over90 developed the brand identity for the campaign, key campaign videos, launch materials, and the campaign site to share stories and track progress.

Results

Our work, together with the internal team, enabled Penn Athletics to accelerate its impact locally, nationally, and globally—ultimately helping fulfill its commitment to holistically developing student-athletes; enhancing the club sport and recreation experience; endowing coaching positions and athletics programs; winning championships; and supporting the people and programs that arm student-athletes with the skills to succeed on and off the field. To date, Penn Athletics exceeded their $150M goal by $90M, raising a total of $240M before their campaign closed in June 2021.