I wish to extend, on behalf of the United Nations and on my personal behalf, our deep appreciation for your generous contribution to the successful launch on 25 February 2008 of the United Nations Secretary General’s Campaign to End Violence against Women. The concept you generated in the February 14 planning meeting of distributing whistles to the more than 500 campaign participants and inviting them to blow their whistles in unison as a call to action to end violence against women was very well received by all, including the Secretary-General…There is strong interest in adopting this concept in other parts of the UN.
– Rachel N. Mayanja, United Nations Assistant Secretary-General
Special Adviser on Gender Issues and Advancement of Women
How do you know we can get the job done?
These selected case studies will give you a sense of how we approach our work and some of the results we’ve delivered for our clients.
Fundraising Strategy & Implementation Project
What They Needed:
Our client, one of South Africa’s first high school scholarship organizations, had experienced a significant deficit the prior year. The organization requested our help in getting its funding model back on track and rebuilding relationships with its donors.
What We Achieved:
Through our intervention the client raised approximately US$2.7 million (including multiyear commitments) within the first year of our engagement, which enables:
- More than 75 academic scholarships to be awarded to talented students
- Approximately 200 students and mentors to participate in mentoring activities over the next five years
- Approximately 300 students to receive additional interventions in maths over the next three years
How We Did It:
ConceptLink provided full service fundraising strategy development and implementation.
The first step was to conduct a SWOT analysis and interview staff and Board members. We then prepared the organization’s first formal strategic fundraising plan document which included competitor analyses, fundraising goals, strategies and timelines.
An important component of our strategy was to enlist the support of key stakeholders, Patrons and Board members in identifying prospective individual and institutional donors.
In addition to conducting prospect research and preparing dozens of funding proposals, we made a concerted effort to help our client regain the confidence of existing funders. We helped them improve their donor relationship management process by increasing the frequency of face-to-face meetings and phone and email correspondence. This enhanced relationship management led to increased donor confidence which resulted in approximately 60% of new funding coming from previous donors.
Full Service Event Planning Project
What They Needed:
One of our clients wanted to celebrate a major milestone: their organization’s anniversary. In addition to celebrating, they wanted to develop an event in New York that would accomplish the following:
- Reinforce that they were doing great work in Africa
- Leave an impression on the minds of people who have supported the organization over the years
- Reach new supporters
Because this would be their first major event, the client did not want to charge guests to attend. They were comfortable bearing the cost of the event or simply breaking even.
What We Achieved:
With our help, the client hosted a well-run, memorable and profitable event which accomplished the aforementioned goals and more. Approximately 150 guests attended, many of whom were new to the organization. Furthermore, on-site fundraising resulted in over $120,000 in donations for the cause (the organization netted approximately $75,000), exceeding the client’s expectation that the event would only break even.
How We Did It:
ConceptLink provided full service event management.
It was crucial that we gained consensus amongst Board members and other internal stakeholders on the objectives of the anniversary celebration. It became clear very quickly that this client was nervous about whether the event would be successful. They also had very low expectations for guest count and whether any funds would be raised. ConceptLink, however, had high aspirations for what could be achieved through this milestone event.
Our next step was to form a diverse host committee and send out Save the Dates and invitations far in advance to build momentum. We also made anniversary appeals to those who could not attend, which helped our client collect a number of contributions prior to the event.
After gaining an understanding of our client’s supporter base, our strategy was to highlight two of the organization’s most powerful assets: the founders and beneficiaries. We recommended our client honor its founders at the event with the expectation that they in turn would help draw guests who wanted to demonstrate their personal support. We also ensured that beneficiaries not only participated in presenting awards, but also in telling their own personal stories at the event.
The strategy worked. Doors opened at 6:30 pm with ConceptLink taking the lead on registration and all on-site logistics. With a full house, we utilized fundraising technology called Text to Pledge to inspire guests to pledge their support. People gave generously and we not only covered 100% of event expenses (by the way, through meticulous expense management the event came in 12% under budget!), but we garnered a healthy profit for the cause.
US Market Expansion Project
What They Needed:
A South African nonprofit organization had just launched a major campaign to expand its education and research programs to other countries. ConceptLink was asked to help raise awareness and funds for the initiative in the United States. The challenge was that the organization was starting with a blank slate – no presence or supporter base in the US.
What We Accomplished:
With our strategic guidance and tactical implementation the organization made a very productive first visit to the US, during which they met with more than 20 prospective funders, advisers and partners. During that trip our client secured 2 new donations on the spot and established a US tax-exempt infrastructure. Thereafter, we assisted them in structuring collaborations with some of the most renowned US institutions in their field, including the Smithsonian Institute’s Human Origins Program.
How We Did It:
ConceptLink provided US market expansion services as part of our fundraising strategy offering.
As with any new project, our first step was to conduct a SWOT analysis and interview key stakeholders. Because our client is in a niche scientific field, we wanted to gain an in-depth understanding of their programs and determine which would be most compelling to a US audience.
Equipped with information about our client’s mission and its long history of accomplishments in Africa, we then focused on identifying and qualifying potential US donors. Simultaneously we provided strategic recommendations on the various options for obtaining the requisite US structure to accept tax exempt donations.
Through persistent follow up with Board members and other internal stakeholders, we scheduled a series of exploratory meetings for our client with warm leads in three US cities. We ensured that the organization was prepared for these meetings by revising their presentation materials to appeal to a US audience and by scripting talking points tailored to each contact.
Upon their return to South Africa, our client relied on us to help maintain momentum from these meetings. In addition to helping follow up with prospective donors, we guided them in structuring partnerships with US institutions that would lend credibility and exposure to the organization. We also equipped them with a strategic fundraising plan to guide their efforts in the US over a 12-month period. Having completed the necessary groundwork, our client is well positioned to further expand its presence in the US.
Brand Audit
What They Needed:
One of our clients had a long history of running education programs in the United States and South Africa. The organization felt it was important to establish a distinct brand identity on either side of the Atlantic in order to appeal to the unique needs of each stakeholder group. ConceptLink was asked to develop a new brand for the organization’s existing US arm.
What We Accomplished:
Our client now has a bold new logo and corporate stationery which more clearly distinguishes its US arm from its South African operations. The more professional look and feel has increased the open rate and response rate of communications in the US.
How We Did It:
ConceptLink conducted a brand audit in which we evaluated the client’s brand profile. Taking our cue from the organization’s mission statement as well as its Board’s description of their own vision, we determined the words, colors, images, and ideas that would be in line with what the organization wanted to portray.
Because a brand image is a powerful way to send a message to the public, we developed several logo options that we believed accurately reflected the organization’s mission and vision. After reviewing existing collateral, ConceptLink also developed new stationery and marketing collateral to ensure our client’s branding is consistent and authentic. The new brand identity was received positively by internal and external stakeholders.
Courtesy of United Nations
Celebrity Guests Lauren Bush & David Lauren
