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Nonprofit Organization Event Marketing

Using rock-solid creative thinking to build a successful fundraising event

The Client

Flower City Habitat for Humanity (Rochester, NY)

The Challenge

Flower City Habitat for Humanity (FCHH) has long relied on special community fundraising events to help offset the cost of building materials and to raise awareness of the good work of the organization in the Rochester, NY region. For several years, FCHH has sponsored a black-tie gala as its major annual fundraiser. While successful in generating donations, FCHH felt that the annual gala was becoming “run of the mill” and, as a result, public interest and support for the event were beginning to wane. FCHH decided that the gala needed new energy and excitement to reinvigorate the event.  SIGMA was challenged to revamp the gala by creating a new theme and direct mail program to “recharge” the event, with the ultimate goal of boosting attendance and contributions.

The Breakthrough

SIGMA repackaged the gala as “The Cement Mixer.”  The theme reflected the hardworking, blue-collar nature of Habitat volunteers and suggested a less formal tone for the event. SIGMA suggested that the entire event present the look and feel of a construction site, from decorations to advertising, to invitations. Those attending the event were also urged to dress the part, wearing everything from hard hats to “tuxes and toolbelts.”

SIGMA’s main task was to develop two separate invitation mailings. The first was a 3-D package to solicit sponsors for the event. The brick shaped box contained a cement trowel, a mini sack of hot chocolate (to represent cement), and a blueprint invitation. The teaser line on the box urged the recipient to  “Mix, bond and show your rock-solid support.” A pop up house-shaped invitation was also created as a general call to attend the event and “Raise the Roof” for FCHH. Delivered in a clear envelope for impact, the piece contained all of the details for the gala and stood up on its own mini easel as a desktop reminder.

The Win

The Cement Mixer gala was a huge success. More than 18 corporations signed on as sponsors and over 215 tickets were sold. FCHH surpassed its fundraising goal for the event by bringing in over $60,000.