TealHaus Helps Urban League of the Upstate Exceed Capital Campaign Goal
Executive Summary:
The Urban League of the Upstate (ULUS) partnered with TealHaus during a critical transitional period to realign strategy and raise funds for the McClaren Institute of Health & Quality of Life, a developing resource for providing medical information and support to underserved communities in the Upstate.
TealHaus delivered a compelling case for support, redefined the campaign’s messaging, and implemented a comprehensive marketing and communications plan. As a result, the ULUS exceeded its $3.5 million fundraising goal, raising nearly $4.7 million in cash and in-kind donations through strategic collateral development, event coordination, and meticulous campaign management.
Client Background:
The Urban League of the Upstate’s mission is to advance equity by empowering the Black community and underserved individuals throughout the region. As a chapter of the National Urban League, ULUS focuses on economic empowerment, educational opportunities, and civil rights for underserved individuals.
Challenges:
The ULUS faced several significant challenges:
- Ineffective Case for Support: Existing fundraising materials lacked compelling narratives and failed to resonate with potential donors.
- Organizational Change: Recent shifts in organizational leadership meant priorities were competing for attention.
- Historic Preservation Opportunity: The unexpected opportunity to preserve a historic landmark and establish the McClaren Institute presented logistical and fundraising hurdles.
- Limited Manpower: The organization lacked the internal resources to manage the complex project and maintain its core operations.
- Need for Strategic Alignment: The ULUS needed an agency, external to the organization, to provide organizational alignment, consulting, and strategic guidance.
Solution:
TealHaus provided comprehensive support across three key phases:
Phase 1: Case-for-Support Development & Campaign Foundation
- Storytelling-Driven Case for Support: TealHaus conducted stakeholder interviews and crafted a compelling “Case For Support” featuring four real-life, data driven vignettes that highlighted the impact of the ULUS on individuals’ lives.
- Digital Presence & Online Giving: Established an online giving presence and a digital component to the campaign.
- Branding Partnership: Collaborated with another agency on branding to ensure a cohesive and impactful message.
- Data Management & Prospecting: Organized past giving records, established a prospect list, and assigned tasks to the campaign cabinet committee.
- Event Coordination: Coordinated a “Hard Hat Tour” of the McClaren Institute in February 2023.
- Campaign Tracking & Reporting: Created a campaign tracking dashboard to monitor progress and report to the committee and board of directors.
- Grant Pipeline Development: Assisted in securing funds through grant applications to foundations.
Phase 2: Public Relations Strategy Development
- Database Hygiene & List Management: Ensured data accuracy and effective list segmentation.
- Comprehensive Campaign Strategy: Developed a strategic roadmap for the campaign.
- Giving Tree Development: Assisted with the creation of a giving tree and targets to hit milestone donor goals.
- Six-Month Marketing & Communications Plan: Created a detailed plan outlining goals, tactics, and deadlines for social media, blogs, website updates, newsletters, press releases, and other marketing initiatives.
Phase 3: Marketing & Communications Plan Implementation
- Content Creation & Outreach: TealHaus wrote and executed multiple blogs, newsletters, press releases, and other materials for direct content outreach and campaign support.
- Fundraising Materials: Developed giving letters and packets for foundation and corporate giving requests.
- Event Coordination: Coordinated the event to celebrate the completion of fundraising efforts, totaling nearly $4.7 million in cash and in-kind donations.
- Sponsorship Coordination: Helped secure 12 sponsorships, generating nearly $16,000 for the McClaren Institute Celebration.
- Donor Stewardship: Provided ongoing donor tracking and stewardship.
Key Accomplishments & Results:
- $4.7 Million Raised: Exceeded the $3.5 million capital campaign goal by $1.2 million.
- 16 Blog Posts: Wrote 16 blog posts highlighting real stories, history, recognizing donors, explaining social determinants of health, and celebrating art partnerships.
- 3 Newsletters: Wrote and executed three newsletters teasing blogs and linking back to the website for additional information and the donor page.
- 6 Press Releases: Wrote and deployed six press releases, resulting in nearly a dozen news pickups.
- Comprehensive Collateral Development: Created various collateral materials, including one-sheeters, fundraising letters, naming opportunity brochures, donor packets, stickers, branded mini Jenga puzzles, website copy updates, invitations, sponsorship advertisement collateral, and presentation decks.
- Institute Opening: As a result of the marketing efforts, the McClaren Institute is slated to open in late 2025, housing Urban League offices and preserving a historic landmark.
"On behalf of the entire ULUS team, I want to express our deepest gratitude for your professionalism, dedication, and friendship throughout this multi-year capital campaign. We simply could not have achieved this milestone without you. This was the first campaign of its kind for any Urban League Affiliate in South Carolina, and thanks to your expertise, we accomplished something truly transformative.
Beyond the funds raised, you have elevated our brand, strengthened our reputation, and positioned us to serve our community in ways we never imagined. The ULUS is back, and this campaign has been a game-changer for our mission.”
This contract was concluded upon the successful completion of the project, empowering the ULUS with the resources needed to continue their vital work. TealHaus hopes to partner with them again in the future.
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