National University of Singapore
A 'Giving' Campaign
The NUS Development Office wanted to enhance it fund raising profile to support needy students, as well as enhance educational programmes and infrastructure.
A “one-size-fits-all” approach did not gain sufficient traction with academics, executives, students, alumni members, and the corporate community. Compounding these difficulties is the growing pool of tertiary institutes competing for attention and funding.
Through in-depth focus group discussions, Activiste engaged multiple segments of NUS’s alumni gathering critical insight from audiences that had graduated between the 70s through to the 90s and even present day students. To supplement, we engaged with multiple stakeholders and held a brainstorming workshop to draw inputs from staff and professors across NUS to understand issues and barriers to engagement.
Together with the working team, Activiste then developed a clear messaging strategy to help address the multiple segments of alumni; we collectively defined opportunities to engage existing students and showcase how a giving programme is actually making a difference to students in need.
In consolidating our findings and recommendations, Activiste developed a comprehensive manual and visual system covering tone-of-voice and recommended messaging for different segments, a unique over-arching identity and a flexible secondary graphic that allowed the Development Office to showcase the numerous faculties and initiatives that are often running concurrently.
A clear messaging framework and visual communications system that engages and involves.
“We thought you would like to know that the NUS Giving visual identity has won a Bronze Award in the CASE (Council for Advancement and Support of Education) Circle of Excellence Awards…Thanks for all your hard work on this.”
Linda DaviesSenior Associate Director, Development Office; National University of Singapore