How ONE HUNDRED launched a three-year, $300 million capital campaign
Lions Clubs International Foundation (LCIF) engaged ONE HUNDRED to provide strategic marketing and communications support to its $300 million capital campaign. Together with Lions Clubs worldwide, LCIF has expanded into new and divergent cause areas; as a result, a unified theme to rally its 1.5 million members (or “Lions”) around the expanded humanitarian mission is more important than ever. They turned to ONE HUNDRED for help.
We conducted extensive research among Lions members throughout the world with several key aims: develop a solid foundation upon which to drive increased awareness of LCIF, unify storytelling around LCIF’s new global causes, and drive gifts in support of the campaign. Our in-depth analysis informed both strategy and creative that will serve to strengthen the campaign plan and marketing efforts. Specifically, we developed a case for support along with a campaign theme, which included a tagline, a visual brand identity, and a full suite of marketing and communications materials complete with a strategy used for the launch of the campaign at LCIF’s annual convention in July 2018.
The three-year, $300 million capital campaign, Campaign 100: Empowering Service, kicked off at the Lions Clubs’ annual convention, where over 20,000 Lions attendees were inspired by the Campaign announcement in a plenary session (they were also encouraged to bring the campaign back home to the 200 countries they represented). By the end of the convention, the Lions Clubs International Foundation had hit its first fundraising benchmark, setting up the Campaign for success in the months and years to come.
Over $50 million dollars were raised on the first day of the campaign launch.