Launched in 2018, this cross-platform campaign supported the rebranding of KERA’s Major Gifts program to include a new giving level structure and donor benefits. It also incorporated KERA’s refreshed brand aesthetic and messaging.
Megan project managed the initiative and managed the relationship with the creative agency that developed the concept. Megan also wrote much of the copy for the print collateral, the centerpiece of the campaign, including the introduction from then CEO Mary Anne Alhadeff.
In lieu of a traditional brochure, the Make a Major Impact print collateral is a series of cards, held together with a silicone belly band, that can be arranged to prioritize an individual donor’s interest areas. Each card features a real donor’s photo and testimonial quote paired with information about a specific content area. Based on conversations with each donor, Megan wrote the testimonial quotes, which were approved by the donors.
Print collateral also includes a series of inserts outlining the giving levels and donor benefits. Each insert includes a donor photo and testimonial quote on one side. As with the content area cards, Megan wrote the donor quotes, and the donors approved them.
KERA’s marketing and communications team also produced a series of donor testimonial videos, which air on KERA TV and are posted online. Megan wrote the donor and voiceover scripts for these videos and assistant directed the shoots.
The Make a Major Impact campaign also included the launch of a new web environment, built into the framework of KERA’s main website, at kera.org/philanthropy, that outlines giving levels, donor benefits, events and more. Donor testimonial videos are embedded throughout the pages.