UMW The Legacy Fund Endowment Campaign

Consumer Insight: Fundraising suffered because UMW membership and stakeholders did not have a clear understanding of what the fund was or what it would support.

Solution: In 2017 a messaging strategy was developed. The Legacy Fund Endowment Campaign was given a brand identity to promote the fund. The messaging strategy was devised from insights gained from focus group sessions. UMW members wanted to ensure the organization would be fiscally viable for their granddaughters and daughters to become UMW members in the future. The messaging in the campaign focused on their desire. The digital media and traditional materials developed and disseminated to market the campaign, videos, a social media campaign, an email marketing campaign, online articles, a case of support, brochures and a toolkit for leaders were instrumental in raising 40% of the $60 million in 2017 and 2018.

UMW continues using the materials and as of December 2020, the Legacy Fund Campaign reached 53% of the $60 million goal.