McCallie School | Whiteboard
Case Study: McCallie School
111 Years In The Making
Our Directive
The team at the McCallie Annual Sustaining Fund approached us for an identity refresh with the goal of better engaging young Alumni (graduates from 2000 and younger). We started by hosting a branding and communication workshop for key stakeholders on team, including active alumni that could provide valuable research insight at the start of our process.
Discovery
During the workshop, we asked questions that brought up other objectives and needs to account for within the project. We realized how many aspects of their business could be affected by the changes we would pursue. Our team continued to meet with key stakeholders from various departments, to ensure none of the solutions we pursued on their behalf would cause any issues down the road.
Brand Strategy & Identity
Following the workshop, our team began work on the new brand identity and visual guidelines. The challenge was to find an identity that would function well under the parent brand of McCallie school, while also being positioned as a distinct entity. Our aim was to give a tip of the hat to McCallie, its history, its collegiate identity, and remain within the brand guidelines while pushing for something more progressive and fresh.

We met with key stakeholders again to present the new name and identity: The Honor Fund. After the identity and visual guidelines had been approved, we were asked how we might help the Honor Fund engage its donors, alumni, and parents of alumni. This would take the form a special campaign, the 1905 Campaign, which McCallie would carry out in the coming months through the end of year. During the campaign, McCallie sought 1905 donations to honor the founding of the school in 1905.
Campaign & Web Experience
After the identity and visual guidelines had been approved, we were asked how we might help the Honor Fund engage its donors, alumni, and parents of alumni. This would take the form a special campaign, the 1905 Campaign, which McCallie would carry out in the coming months through the end of year. During the campaign, McCallie sought 1905 donations to honor the founding of the school in 1905.

To drive towards 1900 donations, our team built a splash page on a subdomain of mccallie.org. The splash page (built on WordPress) introduced the new brand identity, as well as a simpler online giving experience via Stripe. Our goals were to increase online conversions, reduce failed submissions or drop-offs, and better engage young alumni.
Content Marketing & Donor Engagement
In addition to the creation of the splash page, our team moved their CRM data into MailChimp. We designed and developed a custom email template for their email communication with subscribers. Our team then planned a content marketing strategy which relied primarily on video spotlights. We featured alumni, teacher, parent, and student videos, which were distributed to their audience through email and social media, driving traffic and engagement during the 1905 campaign.
2000+
Donations given during the 1905 Campaign
44%
Increase in Young Alumni Giving
28%
Growth in online donations in less than 4 months
51%
Conversion rate of visitors to the Honor Fund page
234%
ROI of Time and Materials billed
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