The American Indian College Fund was getting lost in the competitive and crowded landscape of charitable giving.
We needed to make the AICF stand out as a cause people cared enough about to donate to. So, to grab people's attention across channels, we used a powerful visual treatment inspired by Native beadwork. We had equally powerful music provided by rock artist Neil Young. And we used a staggering statistic to prove the importance of our message: that only 1% of college students are American Indian. We ended our messages with a new tagline for the organization: “Education is the answer."
We needed donations to help numbers grow from the shocking 1%, because education truly is the answer that can change everything for this group. So from donated TV to print and digital we not only spread our message - but directed people to a site that allowed people to easily donate wherever they were.
In the year this campaign launched, the AICF was able to award 6,548 scholarships to Native American students (a 58% increase year over year). The organization also saw an 220% increase in contributions the same year.