Rebranding & Fundraising Campaign
YWCA of the Niagara Frontier
The YWCA of Niagara and the YWCA of Tonawandas were merging to become YWCA of the Niagara Frontier.
With the impending merger, there were concerns from the community that the needed services provided by the organization were going to disappear.
In addition, the organization was looking to increase donations from large corporate and personal donors to support victims of domestic violence.
Tactics
- Rebranding
- Direct Mail
- Print Collateral
- Outdoor Bus Shelters
- Creative Development
- Nonprofit Marketing
Solution
First, JFG developed a rebranding campaign with overarching messaging “strong alone fearless together.” A press event was held to show the community that by bringing the two organizations together they were stronger.
A press kit and other collateral materials were developed that properly told the story – and explained why it was necessary to fund their mission and keep the services reaching those who need them most.
Next, JFG created a domestic violence campaign for major donors with startling but true statistics to hammer home the need to help abused women and children, then tell the story of how the YWCA was integral in meeting that need.
Results
The results of the donor campaign included a seamless transition to the new name and a massive influx in donations that went to fund such programs as the YWCA’s culinary training program, women’s shelters and more.