"Shawnigan Lake School launched “A Community Cultivating Kindness” as its 2022 Annual Fund campaign, driven by the initiative to not only fundraise but to cultivate kindness in our community through the lens of the incredible staff (both past and present) of Shawnigan.
This campaign solicited letters from the community via direct email and social media. Addressed to or in tribute to staff members that had an impact on them during their time at Shawnigan, individuals were also prompted to make a gift to their affinity area in honor of this significant staff member. The campaign began with an emphasis on kindness but gradually shifted more predominantly to giving as it moved forward.
The campaign received a total of 897 tributes from current students, current parents, past parents, and alumni in its initial phase. In addition to the tributes’ delivery to their intended recipients as part of “Giving Tuesday,” they were also repurposed in subsequent physical and digital materials to inspire giving in the latter part of the campaign.
After the final direct email and physical mailing solicitation, the campaign at Shawnigan Lake School raised $1.7 million for its 2022 Annual Fund."
From the Judges
The campaign was extremely successful, and the theme resonated well with the committee and the community. Coming out of COVID-19, the focus on kindness was a unique and innovative twist on speaking to philanthropy.
