Case History: Turning a Snack into a Full Banquet
Bringing it All Together
Fundcraft Publishing, the nation’s oldest and largest fundraising cookbook company, had three strengths that no one else could match – a database of fundraising customers accumulated over 100 years, short-run printing capabilities second -to-none, and unequalled fundraising expertise, Yet there was no strategy in place to take advantage of this powerhouse trio to turn the countless photo books, calendars, directories and school products they produced into viable fundraising tools.
Fundcraft Publishing, the nation’s oldest and largest fundraising cookbook company, had three strengths that no one else could match – a database of fundraising customers accumulated over 100 years, short-run printing capabilities second -to-none, and unequalled fundraising expertise, Yet there was no strategy in place to take advantage of this powerhouse trio to turn the countless photo books, calendars, directories and school products they produced into viable fundraising tools.
Program name and logo concepts
Expanding the Menu
"Create Your Own" made this possible. One of a number of program names and logo possibilities I provided, it was designed to turn every consumer product Fundcraft offered into a potential fundraising tool. Schools, churches and other civic organizations could earn money for their cause by selling the option to “create your own” coffee table quality book, full color calendar, poster or any of countless other items to its fundraising customers.
"Create Your Own" made this possible. One of a number of program names and logo possibilities I provided, it was designed to turn every consumer product Fundcraft offered into a potential fundraising tool. Schools, churches and other civic organizations could earn money for their cause by selling the option to “create your own” coffee table quality book, full color calendar, poster or any of countless other items to its fundraising customers.
Fundraising catalogs
Putting the "Fun" Back in Fundraising
I designed a Create Your Own catalog that expanded the available fundraising options from candy bars and gift-wrap to products that people would actually “want.” However, since Create Your Own was a “donation” program, it could also be used simultaneously with candy bar and gift-wrap promotions, which generally required an exclusivity contract.
I designed a Create Your Own catalog that expanded the available fundraising options from candy bars and gift-wrap to products that people would actually “want.” However, since Create Your Own was a “donation” program, it could also be used simultaneously with candy bar and gift-wrap promotions, which generally required an exclusivity contract.
Kiosk concept
Gift cards
The Gift that Keeps on Giving
Once a Create Your Own customer had published a personalized item, they were likely to come back for more, both for their personal use and for gifts. Each time they made a purchase through the program, more money would be donated to their cause. Every gift they gave created a potential new customer who could earn even more money for their cause. No investment. No risk. No contract.
Once a Create Your Own customer had published a personalized item, they were likely to come back for more, both for their personal use and for gifts. Each time they made a purchase through the program, more money would be donated to their cause. Every gift they gave created a potential new customer who could earn even more money for their cause. No investment. No risk. No contract.