Management Leadership for Tomorrow and Citi Foundation

How might we create a compelling fundraising campaign to share the impact MLT is making in the lives of first-generation college students?  

Services: Creative Advisory and Strategic Planning, Direct Stakeholder Engagement, Communication and Media Design, Executive Direction and Production

Opportunity:  

Management Leadership for Tomorrow equips African Americans, Latinos and Native Americans with the skills, coaching and connections they need to lead organizations and communities worldwide.  MLT Ascend is a college success and career readiness program sponsored by Citi Foundation’s Pathways to Progress Initiative.  In 2016, MLT Ascend wanted to create a dynamic fundraising and marketing campaign that would showcase the impact this program was making for first-generation college students.  

Strategy:

Create a media campaign highlighting the challenges and successes of MLT Ascend scholars who have powerful stories of how MLT Ascend has helped them grow and reach their goals.  

Approach:

  • Lead MLT's national staff through a creative session to help them identify the essential themes that mattered most to their storytelling campaign.  
  • Conduct in-depth research interviews with over twenty MLT Ascend scholars.
  • Direct and produce a campaign video sharing the inspirational story of Tre Dawson and his MLT coach Whitney.
  • Produce a story bank of photos and essays, giving MLT a rich base of creative assets to be utilized for direct fundraising, social media, web and email marketing. 
“The Heart of the Story workshop was above and beyond anything I’ve every participated in, a guiding light for my team. We got clear on our story and I had effective language to communicate about our program. I have NEVER felt so confident talking to stakeholders. Thank you!”
— Theresa Atta, Executive Director | MLT Ascend