L&C Fall Challenge: “This is Where Change Begins”
The 2026 Fall Challenge Campaign was designed to shift the perception of Lewis & Clark’s campus from a static, scenic backdrop into an active, dynamic launchpad for real-world impact. In this campaign, we piloted targeting both Alumni and Parents early in the fiscal year, and the strategy focused on driving annual fund engagement by anchoring messaging in community, nostalgic connection, and actionable impact.
Strategic Approach & Messaging
Core Narrative: Positioned L&C as the starting point where purpose turns into practice, connecting alumni memories with the present transformation of current students.
Target Audience Segmentation: For Alumni, we leveraged shared memories, lifelong friendships, and access-focused messaging. For parents, we introduced a soft, educational appeal detailing the annual fund’s direct support for their student’s growth and community.
Authentic Leadership: Selected a dual-role signer (both an alum and current parent) to build trust across both audience segments.
Matching Challenge Catalyst: Partnered with alumni and parent donors to establish a $45,000 dollar-for-dollar matching challenge, creating urgency through September 30.
Tone & Visual Direction: "Nostalgic but kinetic" and "Intimate & community-centered"—highlighting vibrant, hands-on campus life rather than standard landscape beauty. Leveraged watercolor artwork commissioned from a current student.
Performance Highlights
$100K+ Total Impact: Direct mail and email gifts combined with Phonathon outreach brought total direct giving to $56,525. This comfortably unlocked the $45,000 match, resulting in $101,525 raised.
Surging Alumni & Parent Engagement: Driven by the Fall Challenge, overall alumni participation rose 15% year-over-year (and over 40% vs. two years prior), while parent participation more than doubled year to date.
