From the Nominator

Carnegie Mellon launched Make Possible: The Campaign for Carnegie Mellon University with a Circle of Excellence Silver Award-winning case statement, but that was only the beginning. To achieve the goals of this $2 billion campaign, CMU built a system for campaign materials to allow our frontline fundraisers to create customized packages that reflect a prospect’s specific interest. The foundation of the package is the university case statement, which was completed in 2019 but revised and updated this year in light of the COVID-19 pandemic. Built on that foundation were seven college-specific case statements, which were completed in 2020. In addition, information sheet(s) about specific initiatives and mini-campaigns that may be of interest to the potential donor can be included, and everything is nestled into a rich red folder that makes an impact. The overall design of this package reflects the authentic, do-the-work aesthetic of CMU, while also being a useful, flexible and highly customizable tool that can be mailed with ease—and fully available digitally on the campaign’s award-winning website and gift officer app during pandemic lockdown. With a cohesive look that is carried through each piece of the package, beautiful photography that focuses on the people of CMU, and engaging, inspirational content, this package presents the campaign, its goals, and its potential for impact in an easily digestible, visually striking way that appeals to each specific donor who receives it.

From the Judges

Carnegie Mellon’s strong use of images was thoughtful and striking. The images throughout the pieces reinforced the themes and the areas of potential donor impact. The overall concept and execution felt genuine and real-world. The pieces provided insight into the character and persona of the institution, and the personalized feel reflected their investment in internal, partner engagement early and throughout the process. The ability for the pieces to be used across multiple units through customization ensured flexibility, inclusivity, and agility of the campaign components.