Two years into Emory University's $4 billion campaign, we needed to report on our progress, both in terms of how much had been raised and how those gifts were being put to work (cancer research, scholarships, etc.). We also realized that our large campaign goal might discourage smaller donors from participating. Hence, we set out to create a report that would drive home the power of collective action and how together, we can tackle even our most daunting problems. We created a microsite to share our impact, leveraging quotes, photos, videos, audio clips, podcasts, and donor stories that had been created over the past two years (but, for the most part, had only ever been shared with limited audiences). It worked! Among our target audiences, more than 55 percent viewed the story (63 percent of major-gift donors). The impact report has also become a great tool for fundraisers seeking to share the story of the campaign and to drive home the importance of participation at all levels. We were intentional about highlighting (and celebrating) that 55 percent of donations have come from first-time donors, and that 65 percent of donations are less than $250. Additionally, using mostly pre-existing content helped lighten the workload for our staff, and the switch to digital saved a tremendous amount in printing costs (estimated $30,000).
From the Judges
This is a great example of an innovative impact report, built on an interactive microsite rather than a static PDF. It's very user-friendly and combines video with static content, all in a very sleek and comprehensive package.
