In preparation for a $100 million comprehensive campaign – the most ambitious in its history – Loyola University Maryland engaged Libretto to create a theme, messaging platform, and content that would help rally their donor community, energize their philanthropic culture, and launch the public phase of the initiative with a flourish.
Libretto worked with a broad range of stakeholders – from Loyola’s president, the Rev. Brian F. Linanne and board members to senior staff and advisors – to identify those aspects of Loyola’s culture that would resonate most strongly with donors. Bright Minds, Bold Hearts was chosen for its ability to express the University’s Jesuit ethos, including the ideas of goodness and service that are fundamental to the Loyola experience.
The theme was universally embraced by the Loyola community and served as a launch pad for subsequent communications developed by Libretto in conjunction with our creative partner, kor group; these included an extensive messaging platform, campaign case statement, and website content.