During the summer of 2018, the Mark Day School's development team initiated a complete rebranding of our school’s annual fund. Following the school’s largest capital campaign, the annual fund was the only fundraising initiative for the 2018-2019 school year, and it needed a new face and a new name to generate excitement and additional support.
We gave it a fresh and more modern brand identity that brought it back to life and better articulated its philanthropic purpose. The True Blue Fund became The Mark Day Fund, more deeply linking philanthropy to the school in name, look, and feel. In conjunction with the rollout of the new Mark Day Fund, we planned a more robust giving day with branded collateral, lively on-campus presence, and a trailer video that brought in over $230,000 within 24 hours—accounting for more than 30% of our total fundraising goal. In its first year, The Mark Day Fund is far ahead of prior years in pace of donations, and is on track to increase overall donations by $122,944 (9%) compared to this time last year.
From the Judges
We appreciate the comparison between the old brand and the new one. It showed how much work has been done in between.
