Clearly Not Done. The Case for Furman University.

Furman University is the oldest private liberal arts university in South Carolina. Furman’s last fundraising campaign was described as “the largest fundraising campaign ever among private colleges in South Carolina, and is also among the largest undertaken by any of the nation’s liberal arts colleges.” The Because Furman Matters began in 2004 and ended in 2013 leaving a decade gap and time for the University to prepare for their next chapter.  

Following the lead of President Davis and her strategic plan, we set out to support the internal communications team and the vision they named Clearly Furman. Their team provided us with the building blocks of a name, logo mark, and case statement – we were challenged to bring it to life in a way that would inspire and motivate Paladins of all generations.

We began with developing an eternal voice, translating the technical case statement content into the colloquial voice that has all the trimmings of South Carolina. From their we matched a video content strategy with a series of scripts to ensure the team had everything they needed to build momentum through the next three years of the campaign. In parallel we developed a campaign microsite to educate, inspire and inform donors, alumni and friends of what to expect in the third century for Furman. 

Furman is well on their way to meeting and most likely exceeding their goal having raised $300 million so far.