Chicago Filmmakers Brand Purpose & Fundraising Story
Branding and messaging guidelines to kick off Chicago Filmmakers’ fundraising to purchase their new Firehouse home
Branding and Marketing strategist working with the Board of Directors
CHALLENGE
Help Chicago Filmmakers, a long-standing cinema school and support organization in Chicago, identify their core brand story and tell a coherent narrative to funders and the public at-large as they attempted to raise funds to purchase a more suitable space.
STEP 1: FINDING THEIR CORE BRAND PURPOSE
Interviewed the founders, the executive director, employees, and students to get a sense of the meaning that Chicago Filmmakers had for them
Researched the organization’s origins and programs (classes, filmmaker services, Reeling Film Fest, the Onion City Festival, etc.)
Organized findings into a “brand foundations” exercise and summarized it all into one easy-to-remember purpose line
STEP 2: ADAPT PURPOSE INTO A FUNDRAISING PLAN AND TALKING POINTS
Identified the different types of audiences that Chicago Filmmakers would engage as part of their fundraising effort
Audited the communication touch-points at the institution’s disposal and mapped them according to their role and timing
Prepared a brochure and presentation template to aid in direct appeals to individual donors
RESULT
The board and staff were grounded and coherent in the main narrative around their fundraising campaign
The fundraising goals were met (with most credit to the hard work of staff and board members) and, three years later, Chicago Filmmakers was able to purchase and move into its new home