Case Study:

Carleton University



In fall 2015, Carleton University launched a $300M comprehensive fundraising campaign, the largest in the University’s history. When the campaign was created, a brand and positioning statement was developed. However, the project’s leaders revisited the brand itself and created a new position with a larger focus and better alignment with the president’s vision, a five-year strategic plan, trends in philanthropy, donor expectations and the culture of the institution.


To gather feedback from constituents and launch both the campaign and the new brand position, “Here For Good,” Carleton partnered with Achieve to conduct research, and to develop marketing strategies, messaging and creative assets based on that information.


We first conducted interviews of individuals representing community, stakeholder and constituent groups. Based on this qualitative feedback, we refined the new campaign brand position, messaging and design to better speak to and engage Carleton’s audience with the campaign. Once the new assets were developed, we again interviewed constituents on the new direction of campaign materials.


The Achieve team developed numerous assets for the Carleton fundraising campaign, including a strategic plan, brand standards guide, individual solicitations, digital graphics, templates and more to aid Carleton in reaching its campaign goal.


From the interview phases, Carleton now has a better understanding of the fundraising messaging and design aspects that best resonate with its constituents. With strategic counsel from Achieve, the University has specific tactics and assets to be able to reach and draw in its audience during this campaign.

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