Leadership for a Changing World was created to address a world that changes so quickly that many issues of community, social, environmental, and economic leadership don't see the level of support needed to bring about continued positive change. Funded by the Ford Foundation, an independent nonprofit grant-making organization started in 1936 by Ford Motor executives, Leadership for a Changing World recognizes, strengthens, and supports diligent community leaders by offering grants and networking opportunities. To expand the influence of these leaders to a national level, Leadership for a Changing World recognizes 17 to 20 leaders and leadership groups operating on a community level that wouldn't normally register a blip on the national radar.

The Challenge

Help Leadership for a Changing World raise awareness to get more support. Strong leaders are the surest way to bring about real social change. In order for Leadership for a Changing World to further their mission, they needed help securing corporate donations. They wanted to reach C-level corporate executives and institutional donors who are technically savvy and who have come to expect quality marketing presentations. By gaining support from this philanthropic audience, the organization believed it would be able to continue to make positive changes in the world and continue to lend support to influential leaders.

The Solution

To help reach Leadership for a Changing World's goal and promote their organization, BrowserMedia devised an interactive marketing strategy based on a dynamic CD-ROM tied into a companion website. The CD could be distributed at will for their marketing purposes. When developing the CD, BrowserMedia analyzed Leadership for a Changing World's mission and the work they do on a daily basis, then researched the audience they needed to target. Using dramatic and emotional tones, the result was a high-quality, interactive CD-ROM that highlighted Leadership for a Changing World's passion for humanity and allowed the users to participate in social change.

The Results

When the campaign launched, it had a viral effect and generated a huge response and greater funding - much more than they could have expected. Not only was BrowserMedia recognized with a 2005 ADDY award for the development of the CD-ROM, our client was so successful at garnering recognition that the organization took a time-out to explore change from within. Leadership for a Changing World has been busy staffing up and increasing their infrastructure during 2006 in order to grow to meet the huge response that they have received from their campaign.