Not just a building: bringing the world More Mansfield. Forever.

How do you persuade people to give millions to a building without making the building the reason to give?

Mansfield College needed to secure a further £8.5m for an ambitious Estate Transformation Project. But rather than follow the obvious capital-campaign route of selling rooms, facilities and bricks and mortar, we wanted to sell something bigger: what those things could make possible.

Our answer was More Mansfield. Forever. – a purpose-led extension of our successful For Mansfield. Forever. campaign that transformed a capital project into a promise: more spaces to learn, more horizons to expand, more opportunity to thrive and more Mansfield to love.

Working with Baxter & Bailey, who developed the creative platform and toolkit to our brief, Mansfield’s in-house team turned that proposition into a live fundraising campaign. We made ‘More Mansfield’ mean people, not property, creating original film, web and social content around students, academics, staff, alumni and donors, and taking one creative system across the complete donor journey.

It worked. By the end of the awards eligibility period, £6.18m had been secured – 73% of the £8.5m target, ahead of the campaign deadline. Giving Day attracted a record 251 donors, while social media’s contribution to donor acquisition rose from 4% to 17%.

We needed people to fund a building. We showed them what it could make possible: More Mansfield.