UW Brand

“I give” campaign ad guide

The University of Washington is midway through the public phase of Be Boundless — For Washington, for the World. In the final two years of our campaign, we are centering the donor in our ongoing conversation about the powerful impact of philanthropy on our students, faculty and staff and their groundbreaking work.

People give their time, money and energy to the causes they feel passionate about, and our University is thriving as a result of their generosity. Because every gift counts, no matter the size — and every person who connects with the UW can make a difference in the world.

KEY AUDIENCES

  • Younger donors (ages 30­–45)
  • First-time donors
  • Alumni, especially those who have never given

MESSAGING

In keeping with our renewed focus on the donor’s point of view, we recommend simple cause-based statements to engage and inspire the audience. Paired with an eye-catching portrait in the Boundless photography style (learn more below), the ad copy introduces a real UW donor and what they care about, followed by a direct call to give. For attributions, please note that we use the donor’s full first name with the first initial of their last name.

Examples
Headline and bio:

I GIVE FOR GENDER EQUITY

— Paul S. / Musician, father, advocate

I GIVE TO FIND A CURE

— Elena R. / Architect, mentor, survivor

WE GIVE BECAUSE COLLEGE CHANGES LIVES

— Merisa and Daniel H.W. / Alumni, parents, champions

Call to action:

JOIN ME [or] JOIN US

uw.edu/boundless

STORYTELLING

  • Show clearly why donors give and how they are engaging with the UW and the world.
  • Demonstrate how the UW is serving our local and global community today and for the future.
  • Highlight causes that align with the UW’s brand pillars and President Cauce’s key priorities: population health, race and equity, innovation and access to higher education.
  • When selecting UW donors to invite as featured subjects, be inclusive: Engage with our whole community by representing diverse ethnicities, genders and other traits, including a variety of geographies, giving levels and passions that fuel their philanthropy.

PHOTOGRAPHY

The overall tone is optimistic and hopeful. Images should focus on the subjects face with the intention of capturing an authentic expression or moment. A clean background and shallow depth of field will help bring clarity and focus to the face and any expression. The subject should feel relatable and approachable; aim for relaxed and casual attire. Use locations or backgrounds that are true to the subject’s life and/or the cause they are supporting. Photos with the UW in the background are not recommended.

The use of an illumination source — sunrise, sunset, artificial lights, lamps, candles, etc. — is essential in creating the desired tone. (Learn more about Boundless photography.) Remember to leave plenty of clear space in the foreground and background for content placement and cropping.

AD TEMPLATES

Download the InDesign template to customize an “I give” ad for your donors.

 

IGive_Guide_500x500link

 

TYPOGRAPHY AND GRAPHIC ELEMENTS

The “I give” campaign uses colors, fonts and typography styling in alignment with the UW brand creative expression. Graphic elements specific to this campaign include the purple gradient angled line along the edge of the frame (typically in the upper left of any layout), the use of the Boundless W in PMS 7502, the campaign tagline logo and the brand headline treatment.

Due to the variety of vertical and horizontal formats across digital and print platforms, you may want to use more than one image for final compositions. Include space for text, logos and a call to action in the bottom half of the ad space.

You may need to use a black gradient at the bottom of your layout in order to allow the text to stand out against your photography.

IGive_Guide_PageDetail

SOCIAL

The “I give” campaign uses the UW’s campaign tagline and hashtag of #BeBoundless in the body copy of social media posts.

Tag relevant UW handles or pages in your post copy (Facebook) or in the photo (Twitter, Instagram) when applicable. Use short, clear and actionable copy for any social media channel.

Example post copy:

Daniel and Merisa Heu-Weller donate to scholarship programs to provide current Huskies — particularly students of color and first-generation students — with both resources and encouragement. “We’re so appreciative of the role that higher education has played in our family,” says Daniel, ’02, ’08.

#BeBoundless

You might consider using relevant audience targeting with your organic social posts on Facebook. Categories used for posts about access to higher education could look like this:

IGive_guide_social

Image dimensions for posting to social media channels
  • Facebook: 1200 x 628
  • Twitter: 1024 x 512
  • LinkedIn: 552 x 368
  • Instagram: 1080 x 1080
  • Instagram Stories: 1080 x 1920