building futures
Rundle is a respected private school in Calgary, known for its commitment to academic excellence and fostering future leaders. Their three schools - Academy, College and Studio focus on providing an outstanding education that prepares students to thrive in a rapidly changing world. As part of their ongoing mission to enhance and expand educational opportunities, Rundle sought to engage their community in a fundraising initiative aimed at building a new facility, purpose-built for their Academy students.
industry
Private Education
Capital Campaign
contributions
Brand Strategy
Campaign Name
Brand Identity
Messaging & Copy
Website Development
Collateral
the ask
Rundle came to us with a clear goal: to launch a strategic capital campaign to raise $12 million dollars, that would resonate with their community and generate meaningful contributions to support the transformation of their new campus facilities. They asked us to create a cohesive brand name, identity, messaging, and digital experience that would effectively communicate their vision for the future. This included:
- Developing a campaign name and strategy to capture the spirit of their mission.
- Crafting a compelling messaging framework that would inspire action.
- Designing a modern, engaging website to support the campaign.
- Creating print and digital collateral to engage directly with potential donors.
the solution
The “Building Futures”concept takes on a unique meaning for Rundle Academy to focus on what future they are building, whose futures they are investing in, and why these futures matter. At the heart of the campaign, it’s about supporting more students who deserve to reach their full potential.
Key campaign
components included:
brand naming
brand strategy
copywriting
brand identity
collateral
website
*Renderings provided by Rundle Academy’s architecture team.
We created vibrant, engaging branding that reflected Rundle’s commitment to diversity, inclusion, and the future of its students. The visual identity was colourful and dynamic, speaking directly to the school’s values of embracing different learning abilities and fostering an inclusive environment. At the heart of the branding was the powerful story of shaping children’s futures, blending Rundle’s prestigious reputation with the excitement of its ongoing growth and innovation. The branding was designed to connect emotionally with the community while celebrating the school’s diverse and forward-thinking spirit.
Brand Identity
Campaign Messaging & Name
The name “Building Futures” was chosen to symbolize Rundle’s long-term vision and dedication to providing future-ready education. We developed messaging that communicated both the tangible impact of donations and the emotional connection to the school’s legacy of academic success.
Website Development
A dynamic, user-friendly website was designed to serve as the cornerstone of the campaign. The site highlighted the campaign’s goals, featured success stories, and made it easy for donors to contribute online. Key features included:
A clear call to action for donations.
A breakdown of how funds would be used.
Engaging visuals and success stories of students, faculty, and alumni.
An easy-to-navigate donation platform to streamline contributions.
Fund
Development Collateral
We created a pitch deck and newsletter to support the campaign’s sales enablement and community engagement efforts. The pitch deck was designed to effectively communicate the campaign’s goals and inspire potential donors, while the newsletter kept the community informed and engaged throughout the process. All materials were aligned with the campaign’s branding and messaging, driving ongoing awareness and participation in it’s mission.
The Results
The “Building Futures” campaign launched in September 2024, and thanks to a coordinated effort across their fund development team and support of the Freshly marketing work, Rundle Academy has successfully raised just over $6 million dollars, enough to move forward with Phase One of the project. They have engaged EllisDon for construction and will break ground in Spring 2025. While fundraising continues, the campaign’s foundation has set them on track to confidently raise the necessary funds for subsequent phases. Specific results to date include:
Increased Donations: The streamlined online donation system has already contributed to a boost in both one-time and recurring contributions.
Engaged Community: The campaign has deeply resonated with the Rundle Academy community, driving higher participation from alumni, current families, and faculty members.
Strong Brand Alignment: The cohesive messaging and modern branding have reinforced Rundle’s position as a forward-thinking educational leader and connected the community to the school’s mission.
The tools and materials we’ve provided have empowered Rundle Academy to continue its fundraising efforts confidently, ensuring the school’s growth and the successful completion of future phases.
