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New York Public Library needed to raise significant new capital. The problem? No news. No developments. No conspicuous building or acquisition projects. Worse, research showed the Library was at the bottom of contributors’ preferred causes.
Our pro bono campaign was designed to reach a wider audience, encourage larger donations. And move the Library up a notch or two in priority among New York’s many worthy causes.
The New York Public Library had a history of "negative" campaign appeals, pointing out where the Library would be without donor support. We turned this on its head, illustrating the many contributions the Library had made to the life, culture, and history of this great city.
With our long running campaign—called "Library Contributions"—the Library staged its most successful capital campaign ever, raising more than $7 million in new donations.