Opportunity
The University of Massachusetts System boasts alumni who are integral to every sector of the state’s economy and culture. Yet this very ubiquity diluted visibility and urgency among donors. The UMass Foundation needed to remind the public—and potential donors—why supporting public higher education mattered now more than ever.
Insight:
Alumni weren’t just proud of their alma mater—they were proud of where they came from. The campaign unearthed a key emotional driver: UMass alumni saw their success as rooted in both their education and their identity as Massachusetts locals. This civic pride was a powerful motivator for giving back.
Solution
Yes& partnered with Lipman Hearne to develop “Your UMass Gift Works,” a multichannel campaign that celebrated UMass alumni as hometown heroes. From streaming audio to out-of-home ads in airports and train stations, from print to digital, the campaign spotlighted alumni stories and emphasized the life-changing outcomes made possible by donor gifts.
