For the first time in almost 20 years, Grinnell College has embarked on a comprehensive campaign seeking to raise $175 million to celebrate the 175th anniversary of the founding of the college: The Campaign for Grinnell College. The Grinnell College team developed a strategy containing all the elements of a traditional campaign, but it was additionally necessary to include elements that make the case for broader philanthropic engagement to Grinnell. To this end, the Grinnell team developed this “culture of philanthropy” piece that highlights the incredible impact that giving has on the students. “In Pursuit of the Greater Good” makes personal—through stories, intimate imagery, and a clear statement of Grinnell’s goals and values—the significance of supporting the students and academic mission of Grinnell College.
From the Judges
This case statement stands out because of its clean design that effectively captures the Grinnell “brand”—in its tone, intelligence, people orientation, and humor. There is an unexpected element to the visuals—e.g., the close-ups of faces—that gives this piece a “people first” feel, complemented by strong messaging and storytelling. Overall this piece achieves a good balance of imagery, text, and graphics. Excellent use of subheads. For a relatively modest budget, Grinnell created a piece that is simple yet impactful.
