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

Video Transcription

Video Summary

The webinar featured detailed case studies from the University of Sheffield and the Royal College of Art on their fundraising and engagement campaigns. Hayley Chalmers from Sheffield discussed their first institutional campaign, "Forged in Sheffield, shaping the future," launched in autumn 2024. The campaign film aimed to authentically reflect Sheffield's industrial heritage and university identity, appealing to a diverse, global alumni community. They collaborated with Sheffield alumnus videographer Ed Cartlidge to create a genuine and visually compelling film featuring staff, students, and alumni filmed in natural settings to evoke pride and solidarity.<br /><br />Heather from Sheffield then covered their innovation in mass fundraising through the "Sheffield Made" community, launched in 2023 to revitalize regular giving. This brand-centric approach unified diverse donors, increased engagement, and improved donor retention and gift size by leveraging Sheffield's heritage and alumni identity.<br /><br />Eitan and Simon from the Royal College of Art (RCA) shared campaigns celebrating their 10 consecutive years as the world’s number one art and design university. They creatively reused existing content and involved staff, students, and alumni to build inclusive, authentic stories aligned with RCA’s values. They also highlighted an International Women’s Day campaign celebrating female technicians to improve inclusivity awareness.<br /><br />Both institutions emphasized authentic storytelling, leveraging community pride, place-based identity, and collaborating closely with creative partners to inspire philanthropy and engagement successfully.

Keywords

University of Sheffield

Royal College of Art

fundraising campaigns

alumni engagement

institutional campaign

Sheffield Made community

authentic storytelling

philanthropy

International Women's Day