Altamont School

We developed a core message, and supporting collateral material, that helped the school achieve significant increases in its annual fundraising campaign.

SERVICES

Brand Strategy
Digital Strategy
Content Development

SCOPE

Brand Messaging, Website Strategy, Campaign Development

LOCATION & YEAR

Birmingham, AL — 2021

DELIVERABLES

Brand Messaging Framework, Digital Content, Campaign Assets, Website Content

Ever solicit money from someone who’s giving you lots of money?

The good people at Altamont School hired us to produce a mailer encouraging parents to give to the school’s Annual Fund.

What’s unique about the fund is that the school solicits donations for just one month (October) each year.

Once we understood the project objectives, we interviewed several parents — which led us to a concept we, and the school, liked very much. The concept highlights Altamont’s focus on maximizing the school’s positive impact on the lives it touches — from students and parents to the community as a whole.

Given the budget we were working with (zero), we shot the cover photo ourselves (on a Google Pixel phone in Portrait mode) — and Altamont provided the inside shots.

Here’s where it got particularly interesting

After we’d sent layout files to the printer and figured we were done, we were asked if we could figure-out a way to adapt the concept to a mailer targeting Altamont alumni — using the same photo and layout we’d specifically developed to target parents. Well, sure! 😉 We’d like to think Version 2 also turned-out pretty well.

Results

The percentage of parents making gifts in 2019 was more than double what it was the year before — with participation increasing from 29% overall in 2018 to a per-class high of 76% in 2019.

(Special thanks to neighbors Chuck & Abby Lowe for starring in our cover photo)

Cover Image For Both Mailers
Parents' Mailer Inside
Alumni Mailer Inside