In 2010, Sheepscot Creative helped the Oregon Cultural Trust increase participation by 50% and fundraising nearly 200% during its annual Oregon Days of Culture event.

In 2011, the Trust rehired Sheepscot for a more ambitious project. Its goals were threefold: 1) to raise awareness of the Cultural Trust’s achievements; 2) to educate and energize Oregonians about the unique tax credit available to donors; and 3) to establish direct relationships with a larger base of advocates around the state. Together, these achievements would result in more effective fundraising, a bigger endowment, and the delivery of more generous grants, ultimately, to deserving nonprofits around the state.

Our strategy started with a photo contest. We asked Oregonians, “Show us what’s meaningful about Oregon culture to you. What role does it play in your life?” By initiating our outreach with a question, we aimed to meet potential advocates and donors on their own terms.

Promoting the tax credit was trickier. Who among us goes looking for tax advice in October? However we feed people this message, we figured, it better taste good going down. So we produced a short, animated video (above) featuring the work of talented Oregon artists and musicians. A catchy chorus, a healthy dose of whimsy…entertainment with a purpose.

Meanwhile, most people donate to nonprofits during the final weeks of the year. Why not acknowledge that reality and shape our timeline accordingly? Oregon Days of Culture runs from October 1st to 8th—we couldn’t change that—but we scheduled the photo contest to run through the end of October. Then, over eleven days in November, online voters chose their favorite entries. And still later, at a public party after Thanksgiving, we unveiled the winners.

For two full months, contest entrants stayed in the loop—and every one of them was exposed to the tax credit video. Meanwhile the Trust gained thousands of new Facebook fans and opt-in email contacts. And during 2011′s crucial year-end giving season, the Trust’s message reached many more Oregonians than ever before. Just one measure of the impact: Donations through Willamette Week’s Give! Guide increased by more than $40,000, 31% over prior year.

As for calling attention to the Trust’s achievements? They’re easy enough to identify—since 2003, in every county in the state, the Trust has been bringing important cultural moments to life—and Facebook provides a perfect platform to celebrate them.

But we wanted to do more: We wanted our campaign to walk the talk. Toward that end, two contest winners earned the right to give $1,000 each to any of 1,300 cultural nonprofits in Oregon.

Where did we find the money for those donations? (Not to mention the other incredible contest prizes: $1,000 cash, fancy cameras, hotel getaways, and VIP concert tickets?) We forged partnerships with community-minded sponsors.

The Trust is hardly alone in wanting to acknowledge and nurture the role of the arts, heritage and humanities in our lives. McMenamins, Pro Photo Supply, and Whole Foods Market do it every day. And the Trust brought existing relationships with OPB and the Pamplin Media Group to our effort. All gave generously to a cause they believe in supporting. In return, we’re working hard to make sure thankful advocates know about the good that these companies do, because our communities are stronger for it—and that, in a nutshell, is what the work of the Oregon Cultural Trust is all about.

“Need a brilliant strategist who pays attention to detail and is ready to tackle a complicated project? Hire Sheepscot Creative. They deliver.”
— Chris D’Arcy, Executive Director, Oregon Cultural Trust