Building relationships: A creative giving toolkit helps Case Western Reserve University explain how simple and easy it is to give creatively to CWRU.
Client: Case Western Reserve University
Recognizing that the idea of "planned giving" may not resonate with potential donors, CWRU's creative giving approach enables the Office of Planned Giving to present a personalized set of options for giving to a potential donor or alumni.
The purpose of the toolkit was to inform and inspire donors as they learn about what creative giving options are available (especially in a down economy), and to inspire them to take action because of what their gifts can help accomplish.
The audience was primarily alumni of CWRU over the age of 60, with whom development officers met one-on-one. Complimenting an existing development toolkit, the folder and inserts can be customized with an insert inside the front cover. Careful consideration was given to the prospective audience – the typography choices favored typography of sufficient size and contrast to aid legibility.
Visually, the chosen photography represented students and programs that would benefit from financial gifts. Select inserts featured alumni who had given creatively, sharing peer-to-peer stories of their giving as an introduction to each type of giving.
Case Western Reserve University's web services group created a complimentary online presence for the Office of Planned Giving, influenced by the visual branding developed for the Creative Giving Toolkit. Visit the CWRU Office of Planned Giving to explore the integrated communications.