The Situation:
Colorado State University was preparing to launch the most ambitious fundraising campaign in its history — a $1 billion goal that would require aligning thousands of alumni, donors, faculty, students, and community members behind a single idea. The university had just completed a successful first campaign. The challenge wasn’t starting from zero. It was raising the bar — and convincing the CSU community that a billion dollars was both necessary and possible.
A campaign of this scale doesn't succeed on assets alone. It requires a narrative framework that makes every donor — from a $5 gift to a $53M investment — feel like they matter and belong to the same story.
The Objective:
Create a durable campaign platform that could work for many years and at every scale — from a black-tie donor dinner to an Instagram post.
Strategic Approach
We began by identifying the insight that would anchor everything: CSU’s donors weren’t giving to a university — they were acting on a personal sense of purpose. The campaign name, platform, and all touchpoints were built around that truth.
From there, the strategy shaped how every channel worked: the environmental graphics at donor events reinforced a sense of belonging; the interactive quiz on the website made purpose feel personal and specific; the launch video gave the campaign momentum in its earliest, most critical days.
My Role: Led campaign strategy and creative direction from platform development through public launch.
The “Power of Purpose” Campaign Launch
Outcomes
1. The campaign reached its $1 billion goal nearly two years ahead of schedule — and ultimately closed at $1.28 billion, the largest campaign in CSU history.
2. $64 million was raised in the first three months after public launch — a pace the university described as "remarkable."
3. 136,277 donors participated, from $5 gifts to a record-setting $53.3M individual investment.
4. The campaign platform proved durable enough to hold together eight years of fundraising across scholarships, research, facilities, and crisis response.
Campaign Website — An interactive, Buzzfeed-style quiz on the campaign website connected visitors to their ‘purpose archetype’ and the giving opportunities that align with their interests.
Anthem video
Case Statement Narrative
