Reframing philanthropy at The Ancona School
Challenge
The Ancona School, an independent school serving grades 3-8 in Chicago, approached us to design a compelling piece of collateral to help their community better understand the importance and impact of philanthropic giving. Like many independent schools, Ancona relies on donations to support essential operational costs beyond what tuition covers. However, parents often struggle with the idea of giving more on top of tuition, especially without a clear understanding of how their contributions make a difference. At the time, Ancona lacked a concise, visually engaging piece that explained this need and inspired families to give. Our goal was to fill that gap with a communication tool that was both informative and persuasive.
Strategy
We began by meeting with members of Ancona’s advancement team to gain a deeper understanding of their specific challenges and how they had previously communicated about philanthropy. With that insight, we recommended creating a short, easy-to-digest tri-fold brochure that could be handed directly to parents and reused year after year. We leaned into Ancona’s bold brand identity and used vibrant colors and strong design elements to reflect the school’s personality. Strategically, we prioritized clarity: simple, impactful statements that explained why giving matters, while key data points, succinct bullet lists, and thoughtful quotes added credibility and emotional resonance. We also included a brief Q&A to proactively address common questions and concerns.
Impact
The brochure helps Ancona reframe how philanthropy is presented to its community, offering a clearer, more cohesive narrative around why giving matters. Internally, it also serves as a shared reference point for staff and leadership, helping to align how they talk about philanthropy across conversations and touchpoints. By making the message more accessible, visually engaging, and emotionally resonant, the piece has laid the groundwork for deeper donor understanding and, ultimately, stronger engagement. It’s a strategic tool Ancona can use year after year to build consistency and confidence around their fundraising efforts.
NOTE: Photos have been replaced with stock imagery to preserve student privacy.