More traditional advertisement campaigns for gift planning at university foundations or other nonprofits often feature general images of an organization or of typical planned giving donor of a target age. But the UW Foundation chose to lean into storytelling elements for this campaign. Each individual advertisement features one donor or donor couple. The advertisement is simple, elegant, and concise in its presentation, with the use of a lot of white space. The focus is on the donor story. The advertising copy is simple, inspirational, and features a clear call to action. It’s about using the compelling stories of donors to inspire others to give. We feature the tagline, “What’s Your Wyoming Legacy?” with contact information to our planned giving director.
From the Judges
The University of Wyoming created a story-focused strategy which allows potential planned giving prospects the ability to see themselves as one of the stories. This strategy breaks the conventional norm of talking about planned giving through the giving vehicle and instead creates a connection through story. Print is a top channel for this target audience and uses it to create a clear, simple call for action.
