Hopkinsville Community College and the HCC Foundation embarked on an invigorated annual campaign in 2019, with the goal of continuing to expand scholarship support while growing awareness and funding for the college’s November 2019 launch of Pathfinder Pantry and a new student emergency fund. Advancement staff and foundation board members sought to leverage Giving Tuesday 2019 by creating synergy for donors to learn about new opportunities to give to HCC’s students and learn more about their stories.
With a small professional staff of two (one advancement, one marketing) determined to utilize existing college branding, a uniquely branded annual campaign was created. This design is usable over the life of the branding strategy, and messaging tied directly to the Pathfinder story of the college mascot. The Pathfinder mascot and story has the theme of a wise fox, earnestly and determinedly pursuing its goals, and students are HCC Pathfinders. Pulling PATH from the theme of HCC students being Pathfinders, the campaign focused on local giving: Passionate Aid that Transforms right Here, building out an acrostic that repeated throughout the campaign.
With a meager budget, small staff, and skillful use of existing branding connected to the national day of giving (Giving Tuesday), the monetary investment in the campaign was $.05 per dollar raised, and a 1804% return on the expenses invested in the endeavor. The 2019 annual campaign culminated after two signature fundraising events of the HCC Foundation, and important groundwork was laid for future successful campaigns.
From the Judges
Awesome ROI! The weaving of the school's mascot and Pathfinder focus throughout this campaign theme is masterful. Confirms that, for the most part, philanthropy is personal, and donor passion drives it most often.
