University of Southern California Endowment

adv_cen_TFM-ScholarshipAd_0418_FINAL.jpg

Client: University of Southern California
Agency of Record: None (in-house project)
Art Direction: Stacy Lautzenheiser & Daniel Campagna
Copywriting: Daniel Campagna (headline) & Justin Scupine (body)

In any fundraising campaign for higher education, the big-ticket items are buildings, institutes, hospitals--the kind of thing where a donor's name is front and center for the world to see. The harder sell is the endowment. How do you raise money for a fund that has tremendous impact but minimal exposure? Focus on the impact, of course.

Scholarships for worthy students are more than just a financial transaction. They are turning points in young students' lives--setting them on a new course for their future. This campaign highlights individual stories of scholarship recipients and shows how every donation to the endowment has a ripple effect: influencing the student, then the university, then the world.

This campaign runs regularly in Trojan Family Magazine.