ABOUT

When we began work with Southampton, they were in the planning phase of a large-scale, university-wide fundraising and engagement campaign, with an ambitious financial target, that would run across a period of up to 10 years. KPIs involved the success of the fundraising and volunteering goals

The purpose of the campaign is to enable a step-change in support from alumni and supporters – both in terms of philanthropy and engagement - to support the University’s strategic plans. The intention is that the campaign will enhance research excellence and student experience – supporting a balance of projects across these areas, and ultimately support the University mission to ‘change the world for the better’.

Our role was two-fold: as strategic partner we had to get under the skin of what makes the university tick and get familiar with its varied target audiences: the local civic area, alumni including the wealthiest, staff, students, and prospective students.

We led efforts to select the projects that would best fit a fundraising campaign. Successful projects had to be well defined, exciting to potential donors but also fit with the university’s strategic goals. Identifying them involved a lengthy process of meeting with faculty heads and interviewing academic staff about their work, and sifting through complex proposals, with the aim of getting to the nub of what might make a particular project really engage a donor. We engaged with a broad range of university staff, running meetings and workshops to ensure they understood the overall aims of the campaign and as a result, would feel more engaged with and supportive of decisions made as regards which projects were selected for support.

We worked with our clients to develop the proposition for the campaign as a whole, identifying the key pillars that would underpin it, from student support to medical research.

We created a ‘lift sell’ or manifesto to bring the campaign to life:

At Southampton, we’re a community. When we join together we are stronger and achieve extraordinary things. We tackle global challenges, save and improve lives, embrace diversity across our programmes and change the world for the better. You can help. Whether it’s through giving time, experience, funding, or by spreading the word - it all makes a difference. Join with our Southampton Community today and be part of achieving the remarkable.

Concurrently we developed a creative platform that would be the lynchpin for the campaign as it developed over the course of its life. It needed to work across a variety of different types of projects and initiatives and with a broad range of target audiences, from high net worth individuals who might donate large sums to support individual projects, to staff and students whose enthusiasm and support are crucial for the success of the campaign. The platform had to work with messages around both fundraising and volunteering and have the potential to develop into a wider target-driven campaign. The route feels tonally true of Southampton as a brand and institution - both as it is and in terms of how it wants to be seen. Standout is crucial since this campaign won’t simply be competing against other universities; UoS is competing against charities, organisations and causes that enjoy household name status and often substantial budgets for marketing and communications.

Southampton Together

Our creative solution, which we called, ‘Southampton Together’, is reflective of the University's inclusive community and uniquely collaborative and cross-disciplined approach to problem solving. This language describes their vital work, and also implies that you can be a part of this through your giving of time or money – for example, 'Together, we can change the world for the better'. The infinity Loop is the symbol for Giving, it evokes the concept of limitlessness and taps into the dynamic trailblazing nature of the University and its work – anything is possible when we work together.