Making an Impact with Community Foundation Tampa Bay
Envisioning a Thriving Tampa Bay Community
Community Foundation Tampa Bay believes when people from all parts of our community – business, nonprofits, philanthropy, government – work together, great things happen…and they’re leading the charge.
Connections spark collaboration. Ideas lead to innovation. Funding fuels future expansion. And combined, they catalyze opportunity community wide.
By bringing people together to develop solutions, Community Foundation Tampa Bay advances its vision: a thriving Tampa Bay community where every person has equitable access to opportunity and prosperity.
Connections Build Community
The organization recaps the impressive impact that their fundholders have on the community through an annual report, highlighting many stories of philanthropic investment from the preceding year. In 2023, Community Foundation Tampa Bay brought in our team, impressed with our experience in creating annual guides for St. Pete Downtown Partnership for the past several years. The 2023 Impact Report: Connections Build Community highlights the many ways in which relationships between community philanthropists, businesses, nonprofits, and government come together, they can make meaningful, widespread change.
This 28-page report brings the relatively new visual brand to life, featuring a collection of stories from across the region. We developed some new brand elements to highlight the Community Foundation’s impact as we illustrated their financial and relational impact with donors and nonprofit partners over the past year. The complete package includes a 12-page list of all the nonprofits who were impacted and was sent in a custom 9x9 envelope.
Envisioning a Thriving Tampa Bay Community
Community Foundation Tampa Bay believes when people from all parts of our community – business, nonprofits, philanthropy, government – work together, great things happen…and they’re leading the charge.
Connections spark collaboration. Ideas lead to innovation. Funding fuels future expansion. And combined, they catalyze opportunity community wide.
By bringing people together to develop solutions, Community Foundation Tampa Bay advances its vision: a thriving Tampa Bay community where every person has equitable access to opportunity and prosperity.
Connections Build Community
The organization recaps the impressive impact that their fundholders have on the community through an annual report, highlighting many stories of philanthropic investment from the preceding year. In 2023, Community Foundation Tampa Bay brought in our team, impressed with our experience in creating annual guides for St. Pete Downtown Partnership for the past several years. The 2023 Impact Report: Connections Build Community highlights the many ways in which relationships between community philanthropists, businesses, nonprofits, and government come together, they can make meaningful, widespread change.
This 28-page report brings the relatively new visual brand to life, featuring a collection of stories from across the region. We developed some new brand elements to highlight the Community Foundation’s impact as we illustrated their financial and relational impact with donors and nonprofit partners over the past year. The complete package includes a 12-page list of all the nonprofits who were impacted and was sent in a custom 9x9 envelope.
A Plan for the Brand
After delivering the 2023 Impact Report, we set to work building upon the existing brand and developing a strategic marketing plan for the coming 18 months. Working in partnership with their existing public relations firm, B2 Communications, we developed a marketing strategy to attract new fundholders, engage professional advisors (wealth managers, CPAs, and estate attorneys), and keep in touch with the nonprofit community. Our process included reviewing a recent marketing audit, the existing brand materials, and interviewing key stakeholders within the organization. We developed a marketing tactical plan that included traditional tactics to support the internal team, a paid media plan, PR plan, and content marketing plan.
It was clear that the previously developed visual identity was vibrant and energetic but lacked the sophistication to stand up to the corporate competition, major financial investment firms competing for fundholders’ attention.
We worked with the Philanthropy Team, who serves fundholders, to understand their “sales” process and evaluate their marketing materials and needs. In addition to reinvigorating ongoing communications, an important part of the marketing plan was to update all tactics used throughout the sales cycle. From website (coming soon!) to sales sheets to welcome kits for new fundholders, elevating the Community Foundation’s brand and messaging was critical to making the brand distinctive in the competitive landscape.
Key Messages: Your Investment. Your Choice.
Evolving the messaging was equally as important as evolving the visual identity.
Many people aren’t clear on what a community foundation is and how it’s different from a traditional nonprofit or United Way. A public grant making organization, Community Foundation Tampa Bay customizes charitable giving options for their fundholders to invest assets into nonprofits that address community issues. As an investment company, the assets can grow over time, providing more funds to be reinvested back into the community.
Where corporate investment firms may see Community Foundation Tampa Bay as competition, we see an opportunity to educate them in how they actually can be strong partners. Fundholders can open accounts with the Community Foundation and choose to invest in one of their managed pools or keep their fund management with existing trusted advisors.
The “Your Investment. Your Choice.” campaign we developed shows fundholders how they can make the impact they choose by partnering with Community Foundation Tampa Bay.
The messaging is customizable depending on the audience and media outlet.
Campaign Results
While still in the early stages of deployment, in the first few months the Philanthropy Team has seen a significant increase in inbound inquiries from professional advisors, either because they saw ads or media coverage or because their clients did and wanted to know more. Over the coming months the marketing plan will continue to expand through traditional marketing, content marketing, public relations, and paid media and will continue to be optimized.
Pyper, Inc. is driven by achieving marketing results for our clients. From B2B to B2C, we help clients communicate with their target audiences across tactics. We’d love to hear about your current marketing efforts or new business, and see how we can help you reach your goals. Contact us today.
