The case statement for Make Possible: The Campaign for Carnegie Mellon University is the foundation for frontline fundraisers’ work, as well as marketing of the $2 billion campaign. As CMU’s signature campaign piece, it was important that it reflect the authentic, roll-up-your-sleeves-and-do-the-work aesthetic of CMU while also inspiring and educating. This is the tool for gift officers to support their work with potential campaign donors. A key goal of the project was to avoid the campaign-pillar approach of so many other case statements, which focus on the university’s goals, rather than speaking to donors and how they can have an impact. Rather than sections that talk about “giving priorities,” the book is structured around the university’s aspirations for the future, and how the campaign will make those aspirations possible. With rich content that focuses on storytelling that places CMU’s extraordinary front and center, and beautiful photography that prioritizes people, this piece presents the campaign, its goals, and the potential for supporters to make their impact in an inspiring package that advances the campaign’s message.
From the Judges
The vellum cover is a nice element of surprise. The paper quality was very nice as well. The layout and text treatments are clean and modern. There is a good use of fonts to help support the content. Using light text over the darker areas of the layouts worked really well. The photography is compelling. There are really lovely design elements that are not over the top. Overall the piece feels current and engaging.
