CASE Presents: Storytelling that Celebrates your Institution's Identity-CASE Webinar - UoS

CASE Webinar - UoS - Celebrating Sheffield's identity

Pdf Summary

The document presents a communications campaign led by Hayley Chalmers and Heather Clement focused on advancing Sheffield’s identity through storytelling. Central to the campaign is a hero film and creative partnership with Sort Of Films to authentically celebrate Sheffield’s heritage and community spirit.<br /><br />The campaign addresses challenges such as fragmented donor appeals, pressure to increase unrestricted income, budget cuts, declining regular donor numbers, and an uninspiring regular giving proposition. By leveraging Sheffield’s strong brand identity—embracing qualities like resilience ("Sheffield steel") and a proud connection to history and the future—the approach seeks to build solidarity and evoke emotional connections.<br /><br />Key results over four years include gaining 459 new regular donors, maintaining steady donor numbers despite broader declines, securing 172 donor upgrades last year, increasing the regular giving portfolio’s value by £72,000 annually, and raising the average monthly gift to £18. Regular gifts now total £419,000 per year.<br /><br />Feedback from supporters highlights the emotional impact: donors feel proud, connected, and inspired to contribute to Sheffield’s legacy and help current students through alumni support.<br /><br />The document also shares best practices: keep the organization’s name central to the vision, use nostalgia and iconic imagery, incorporate social proof and shared values, select suppliers attuned to the brand, and use authentic stories from students, staff, and supporters.<br /><br />Overall, the campaign exemplifies how strategic storytelling grounded in place-based identity can strengthen donor engagement, increase regular giving, and foster a community united by pride and purpose around Sheffield. Contact details are provided for further inquiries.

Keywords

Sheffield identity

communications campaign

storytelling

donor engagement

regular giving

Sheffield steel

heritage celebration

community spirit

fundraising strategy

emotional connection