Marketing Promotions
BRECK SCHOOL 100% Essential 100% Breck, an Annual Fund Drive DVD
Objective:
Breck School wanted to communicate their Annual Fund Drive message in a new, unique and friendly manner. Past efforts used a traditional approach with letters and meetings and they wanted more personal stories that communicated positive experiences from all three divisions, Lower, Middle and Upper School for the K-12 students.
Solution:
We proposed a DVD program that offered a modular approach, featuring a strong six minute overview, then separate chapters featuring students stories from the Lower, Middle and Upper schools. The 24 minute DVD was based on a concept created for Breck by Think Design Group, “100% Essential 100% Breck”. In addition to DVD distribution, Breck also used flash encoded modules on their fundraising website. The program featured Headmaster Sam Salas (Emeritus) and interviews with students of all ages.
Results:
The 2005 Annual Fund Drive exceed expectations and the video components both DVD and Web provided the additional interest and enthusiasm to the target audience of Parents, Alumni and Friends who graciously supported the Annual Fund Drive.
Gay Gonnerman, Director of Annual Giving, Breck School
“Ron McCoy and his team came through for us within our limited budget and demanding schedule. They demonstrated top-level professionalism and know-how in capturing and presenting our key messages. The finished product was of the highest quality and was instrumental in helping us reach our goals.”
UnitedHeathcare Children’s Foundation
Objective:
Children who have medical needs are sometimes not insured comprehensively to provide coverage for all of their medical treatments. There are few places for families, who have gaps in their commercial health benefit plan coverage, to turn to for funding medically necessary services for their children. Children may go without necessary treatment, or, they receive the care and families assume a large amount of debt.
How to communicate engaging, inspiring stories about the successful grants made through the UnitedHealthcare Children’s Foundation. How to compassionately present a new national scope and impact on children and families lives to prospective participants, contributors and donors.
Solution:
Engage Ron McCoy and his team at McCoy & Associates, to capture children’s success stories in an interesting video profile format that features parents interviews, provider images and family footage. To communicate a new national presence, produce profile stories from six different geographic regions. Design a comprehensive DVD with an on-camera professional host and an executive message from the foundation leadership that help set the framework for prospective donors. The DVD package is used for regional fundraising efforts as well a private donor presentations. Video Stories can also be found on the Foundations website. UHCCF.org
Results:
In 2008, UHCCF realized a 32 percent increase in grants and a 23 percent increase in applications received over 2007. The video components offered a unique opportunity to see and hear first hand from the parents and children who have benefited from UHCCF grants. These children profiles needed a visual story that conveyed the emotional aspects as well as the decisions involved in the grant application.
Matt Peterson, President UnitedHealthcare Children’s Foundation
“Ron McCoy has been an integral member of our communications team from the start. His ability to produce compelling stories about the children and family grant recipients has helped us reach our goals in both grant applications and donor communications. UHCCF has a national scope, Ron provided professional video production services for featured stories in Baltimore, New York, Portland, Memphis, Cleveland and Dallas. His working relationship with our client families was great. I’d highly recommend Ron McCoy for your next video project.”
