Toronto, ON: People make donations to causes or fundraising campaigns wanting to make a positive difference. When major donors choose the causes they will support, they look to invest where their gift can have the greatest impact. That was the inspiration behind the creative campaign Impact: The Campaign for York University, the largest fundraising campaign in its history. The fundraising campaign has a goal of raising $500 million and celebrates the institution’s impact on the world – past, present and future. To help build awareness and enthusiasm for this significant initiative, York turned to ds+p to develop a campaign that would also complement the current York recruitment campaign.
Given York’s history of critical thinking, social justice innovation, diversity and progressiveness, the ‘This is Impact’ creative campaign builds off of the bold, and dynamic “Open Your Mind” student recruitment and reputation-building campaign developed by ds+p and launched last fall.
The campaign also features an inspiring video that was unveiled at a VIP launch event on April 22nd, and a campaign microsite (developed in conjunction with ds+p’s strategic partner, Soshal). The video celebrates the three strategic pillars and key initiatives within those pillars, and an invitation for donors to support the campaign.
The campaign was publicly launched with a double-page announcement ad in both The Globe and Mail and Toronto Star that acknowledges the generosity of the campaign’s honorary patrons, prominent Canadians who have already committed substantial financial support to the York campaign. A series of newspaper and digital ads will follow celebrating key donors, strategic university initiatives and highly accomplished alumni.