Northwest Minnesota Foundation Donor Campaign

What makes a marketing campaign successful?

IDEATION  •  COMMUNICATIONS PLANNING  •  CAMPAIGN  •  COLLATERAL  •  DIGITAL TEMPLATES  •  VIDEO  •  WRITING

Understand the purpose

Northwest Minnesota Foundation (NMF) is dedicated to building strong, vibrant communities across 12 counties in northern Minnesota. To ensure the work continues for generations, successful fundraising is critical, which is why our team was engaged to develop a marketing campaign to reach potential donors and inspire them to give. 

Capitalize on relevant events

Newly released state data indicates that as the baby boomer generation ages, the nation will experience the largest transfer of wealth between generations that has ever occurred. NMF recognized this as an opportunity to compel donors to support the organization and the region. A goal was set to capture some of this wealth transfer with planned giving donations. 

Know what motivates your audience

Based on learnings from an audit, marketplace assessment, and donor profile creation, 5 by 5 Design had a clear understanding of what motivates giving in the region. Donors have a sense of pride in place and want to feel connected to something bigger than themselves. Building upon this knowledge, we generated a campaign focused on how the region could be revitalized if donors contributed just 5% of any transferred wealth in the coming years.

Create compelling tools

The new campaign was rolled out with a comprehensive plan to reach targeted segments including financial advisors and others who influence donor decisions. Equipped with new messages, tools, social media assets, PowerPoint decks, and videos, NMF’s staff have experienced newfound momentum and greater confidence when engaging donors.