The Minneapolis Foundation is an expert at local, donor-directed giving, pairing donor passions with worthy causes on the daily. But too many folks who start a Donor Advised Fund for tax purposes simply let the fund sit, not helping any cause at all. That’s $250 BILLION nationwide sitting there. This is the campaign to change that, by making clear that unlike other funds, a DAF works best when it goes for broke.
We identified an audience we called “Accidental Philanthropists.” A more targeted group than prospective DAF holders, these folks have DAFs, are civic minded, but have little experience actually giving back—and no one rising to the challenge to help them help the world. We found their passions, their habits, and their go-to media, and used them all to speak their language, but with a “get advised” twist at every turn. And a campaign landing page to take action.
SEE THE LANDING PAGEDigital OOH
CTV broadcast spot.
Campaign landing page explainer video.
Social video with 3M Open partnership.