HELPING AMERICAN HEROES
The Brief
We helped rebrand and grow the A+ rated Semper Fi & America’s Fund, one of the nation’s most honored and effective veteran service organizations. Providing both strategic support and tactical implementation across all media platforms, our work helped The Fund to surpass a $10 million donation goal by over 20% in record time.
The Client
Semper Fi & America’s Fund
The Challenge
Launched as a passionate but modest effort during the war in Iraq, The Semper Fi Fund initially focused on providing immediate financial assistance and lifetime support to post-9/11 wounded, critically ill and injured members of the U.S. Marine Corps and their families. As the organization grew, it decided to widen the scope of its charitable mission to support all branches of the U.S. Armed Forces
Renamed Semper Fi & America’s Fund, leadership called upon Loma to envision and execute a cross-platform rebrand and multimedia campaign designed to amplify awareness, increase fundraising, leverage partnership opportunities, engage service members, recruit volunteers and enhance educational resources. The new name would debut upon launch of the organization’s annual Match campaign, so the inclusive refresh needed to be both compelling and seamless.
In a universe comprising more than 30,000 VSOs, we were tasked to deliver a distinctive message across all major media that would engender enthusiasm and drive donations.
The Approach
Founded by nurses, The Fund has a uniquely compelling history that resonates strongly with all audiences. Thus, personal stories from the many veterans, families and caregivers who had received life changing (and often lifesaving) care framed our narrative.
A series of Loma-produced educational videos offered a powerful overview of best practices being developed to encourage ‘post-traumatic growth.’ Targeted to service members, caregivers, donors, the medical community, military leadership and the American public, the award-winning series proved foundational to a Matching Campaign initiative that successfully amplified Semper Fi Fund’s profile while significantly increasing its participant base and contribution levels.
As part of the comprehensive brand refresh, we created a more positive, updated feel to reflect the optimistic Semper Fi Fund personality. This was incorporated into our website design, marketing collateral, donor development materials, videos and digital media strategy.
Measurable Results
In addition to raising awareness and increasing partner participation, our work also grew Semper Fi Fund’s social media following and engagement, increased website traffic and helped to surpass a $10 million Matching Campaign donation goal by well over 20%.
The Takeaway
It’s always gratifying to support a great cause that delivers impressive outcomes. In addition to The Fund, we’ve felt fortunate to work with leading nonprofits including the Gary Sinise Foundation, USS Midway Foundation, Doughboy Foundation, Epilepsy Foundation, Alzheimer’s Association, Boys To Men Mentoring and many others.
“You are all just wonderful!”
–Executive Director, Semper Fi & America’s Fund