A rocket launching into the cloudy sky with a trail of bright flames, reflected in a calm body of water below, with greenery in the foreground and a building in the distance.

Capital campaign communications supporting a multi-billion-dollar institutional fundraising effort.

Changing Futures sought to align philanthropy, institutional priorities, and long-term university growth through a coordinated fundraising effort spanning academic units, research initiatives, student support programs, and strategic investments. From early campaign development through launch and ongoing engagement, I worked across multiple phases of the initiative to help translate complex institutional priorities into a coherent narrative framework that could operate consistently across audiences, channels, and levels of giving. This included shaping messaging architecture, supporting multi-channel rollout strategy, and developing assets that connected high-level campaign themes to specific, actionable expressions across communications touchpoints.

As of June 2026, Changing Futures has raised $2.07 billion in support of ASU students, faculty, and programming.

Concept

Large-scale campaigns require a unifying strategic framework capable of organizing diverse institutional priorities into a coherent philanthropic vision. This phase focused on the foundational architecture of the campaign, including research into effective engagement models, development of a campaign-wide thematic structure, and creation of core brand elements designed to translate a complex portfolio of initiatives into a clear and durable public identity.

Executive research brief

In early 2023, I was asked to support a research initiative commissioned by ASU Enterprise Partners leadership and the university’s Office of the President examining how national political campaigns organize messaging, audience segmentation, volunteer activation, and donor engagement.

The resulting executive brief synthesized lessons from contemporary campaign operations and translated them into a university advancement context, helping inform early strategic discussions around structure, planning, and engagement for a then-unnamed capital campaign.

Campaign structuring

The campaign pillar framework emerged from an effort to organize more than fifty university initiatives into a set of clear philanthropic priorities that could guide campaign communications, fundraising strategy, and donor engagement. Working from a broad inventory of institutional priorities, I developed the initial six-pillar structure that ultimately became the organizing framework for the campaign.

During this process, I made several strategic interventions to improve long-term usability across the advancement enterprise:

  • Aligned campaign pillars with major funding categories used in prior enterprise-wide initiatives, creating continuity with both Campaign ASU 2020 and the interim Charter as Cause framework while reducing the learning curve for communicators and development officers.

  • Integrated pillar development with a concurrent ASU Foundation website architecture project, allowing thousands of existing funds to be mapped to campaign priorities before launch and eliminating the need for a costly post-launch recategorization effort.

  • Matched campaign pillars to existing ASU News content taxonomies, making it substantially easier for communicators to identify relevant impact stories, source supporting evidence, and develop campaign narratives tied to ongoing university activity.

After developing the framework, I collaborated with advancement and university leadership to refine pillar language, establish supporting belief statements, and prepare materials that helped secure stakeholder and board alignment around the campaign’s strategic direction. The resulting framework provided a durable organizing structure capable of supporting fundraising, communications, stewardship, and reporting efforts across the full lifespan of the campaign while connecting a diverse portfolio of initiatives to a unified institutional narrative.

A detailed table with multiple columns and rows outlining goals, initiatives, and projects related to Arizona State University's various campaigns and foundations, with some hyperlinks and an email contact at the bottom.

Top-level branding

Following approval of the campaign framework, I supported development of the campaign’s top-level brand identity. This work included generating and evaluating potential campaign names for leadership and board consideration, a process that ultimately resulted in the selection of Changing Futures. I also developed the campaign’s initial tagline, which was later refined to “From Arizona. For the world.” following stakeholder feedback. In collaboration with the design team, I helped establish the campaign’s visual architecture through development of the primary wordmark and a unified icon system representing each of the six campaign pillars.

Logo for Changing Futures, with black text and a gold crescent on the right, and the tagline 'From Arizona. For the world.'

Preparation

Once the campaign framework had been established, attention shifted to translating strategy into tools, narratives, and assets that could be deployed across the advancement enterprise. This work focused on creating the communications infrastructure needed to support both quiet-phase cultivation and public-facing launch activities, ensuring that development officers, university leaders, and external partners could communicate a consistent campaign narrative across audiences, channels, and fundraising priorities.

Development prospectus

An internal campaign prospectus developed to align advancement teams around a shared narrative architecture and engagement strategy during the quiet phase of the campaign. The document synthesized institutional priorities, donor messaging frameworks, and thematic positioning to provide a consistent reference point for development officers and leadership. It served as a coordination tool for ensuring continuity of language, priorities, and framing across advancement communications as the campaign moved toward broader launch readiness.

Cover page of a campaign prospectus from Arizona State University with the title 'Campaign Prospectus' in bold black text on a yellow background. The top left features the ASU logo and the top right the phrase 'Changing Futures From Arizona. For the world.' The page includes an introduction paragraph and some key focus questions, with a footer indicating it is for internal use only, dated 06/05/2026.
read the prospectus

Conversation cards

A set of structured conversation tools designed for development officers engaging top-tier donors during the campaign’s quiet phase. The cards were intended to create a more open-ended, exploratory framing for early-stage conversations while introducing the campaign’s six-pillar structure. Used in flagship gift discussions prior to public launch, they provided flexible scaffolding to help guide dialogue, surface donor alignment, and maintain consistency of positioning across high-value cultivation interactions.

Three printed informational brochures promoting Arizona State University's 'Changing Futures' initiative, predominantly white with yellow and black accents, featuring text about creating change and inspiring future leaders.
Various colorful cards with the title 'Changing Futures', each featuring a different theme or question about future improvements in education, community resilience, health, technology, and environmental sustainability, organized in a grid layout.

University case statement

A university-wide case statement developed in partnership with an external strategic communications firm and advancement leadership to articulate the rationale, priorities, and philanthropic opportunity of the campaign. My role focused on shaping the initial structural direction of the document, providing substantive early and final-stage revisions, and helping guide it through iterative review cycles with internal stakeholders. The work ensured alignment between the case narrative and the emerging campaign framework, while supporting coherence across donor-facing messaging and enterprise-level advancement strategy.

Read the case statement
Rocket launching with a trail of smoke and fire against cloudy sky, with water and grass in the foreground and the Arizona State University logo in the bottom right corner.

Anthem video

A campaign anthem video produced in partnership with an external creative agency to establish the core emotional and narrative framing for the Changing Futures campaign. My role centered on providing iterative editorial feedback across scripting and narrative structure, aligning visual storytelling with the broader campaign architecture, and supporting the review process with internal stakeholders to ensure consistency with institutional messaging. This piece later served as the anchor of the campaign’s initial public launch.

Pillar narratives

A suite of campaign pillar narratives developed in collaboration with an external communications partner and advancement leadership to translate the six-pillar framework into donor-facing storytelling. My role focused on shaping the structural logic of each narrative, ensuring consistency of tone and framing across all pillars, and providing iterative feedback during both drafting and final refinement stages. The work ensured that each pillar could stand independently as a clear philanthropic proposition while remaining tightly aligned with the campaign architecture and messaging strategy.

Read the pillar narratives
A woman wearing an orange headscarf and a black blazer, raising her hand during a meeting or class with sticky notes on a glass wall in the background, at Arizona State University.
Two scuba divers explore a coral reef underwater, with the water showing a blue hue. There are logos and text indicating a partnership or project involving Arizona State University, with a focus on changing future perspectives for the planet.
Two women are sitting at a table, engaged in a discussion. One woman has curly, reddish-brown hair styled in twists and is holding a tablet, while the other has long braided hair and is holding a smartphone. The setting appears to be a classroom or c
Three students, two women and one man, wearing white lab coats, gathered around a touch screen table, looking at digital content. They are smiling and discussing. There is text overlay stating "This is our moment." The Arizona State University logo i
Swimmers celebrating at the finish of a race, with one person giving a thumbs-up and another shouting in excitement, at an ASU Arizona State University swimming event.
A man wearing virtual reality goggles, smiling, with a person behind him pointing at something. The background features a metallic framework. The image has text that says, "Advance Technology for good" and a logo that says, "Changing Futures From Ari

Pillar videos

A series of campaign pillar videos produced in collaboration with an external creative agency to translate the six-pillar framework into distinct narrative expressions for public launch. My role focused on providing iterative feedback across scripting, structure, and alignment with the underlying pillar narratives, ensuring consistency between written frameworks and visual storytelling. I also supported the internal review process to maintain coherence across stakeholders and safeguard fidelity to the campaign’s broader messaging architecture.

A comprehensive set of unit-level case narratives developed in partnership with an external strategic communications firm to extend the campaign framework into detailed, fundable expressions of opportunity across individual academic and administrative units. My role focused on establishing the initial structural approach, shaping early drafts through substantive revision, and providing final-stage edits to ensure consistency with the broader campaign architecture. Each narrative underwent multiple rounds of iterative review across respective units, requiring sustained alignment across stakeholders while preserving coherence of tone, emphasis, and messaging standards.

Unit case statements

Read the unit case narratives
A promotional poster for the Biodesign Institute at Arizona State University with slogans about changing the future through innovation and sustainability, featuring images of researchers in a lab.
A young male scientist wearing a face mask and gloves working in a laboratory with scientific equipment, including test tubes and a pipette. There are logos and slogans of Arizona State University and College of Health Solutions, emphasizing health a
Poster promoting ASU Cultural Affairs with the slogan "Change the future with ASU Cultural Affairs" and a photo of children dressed in colorful costumes performing on stage.
Two people are standing in shallow water near the shore, examining an object in a green plastic bag, with the background showing a rocky shoreline and clear blue sky. The image also includes logos for Changing Young Futures, Arizona State University,
A group of diverse students standing outdoors on a balcony at an educational institution, with palm trees and modern buildings in the background during daytime. The image promotes collaboration and education.
Group of people in lab coats engaging in a discussion next to medical posters, inside a laboratory or classroom setting.
Image showing a modern glass building with palm trees in front. Overlay text reads 'Change the future with Edson College of Nursing and Health Innovation'. Logos of ASU and Arizona State University along with the slogan 'Changing Earning Futures. Fro
Part of a promotional flyer with yellow and black text that reads 'Change the future with Student success'. The background shows a sunrise or sunset over mountains. The bottom left features a logo with a yellow circle and black text saying 'Changing
Two women in graduation caps and gowns smiling, standing together outdoors at sunset with palm trees and a building in the background. Overlaid text reads 'Change the future with Access and outreach' and includes logos for 'Changing Future' and 'Ariz
Poster with the headline "Change the future with" in black text on a yellow background. Below, white text reads "Herberger Institute for Design and the Arts". The logo of Arizona State University appears to the right. The lower part of the poster fea
Multiple people working with a camera and equipment at an indoor event, with screens displaying cityscape in the background. The event promotes Arizona PBS and the theme 'Change the future with Arizona PBS'.
A promotional poster for the Ira A. Fulton Schools of Engineering at Arizona State University. The poster features a woman demonstrating computer hardware inside a mobile lab. The text on the poster reads, 'Change the future with the Ira A. Fulton Sc
A promotional poster for ASU Health at Arizona State University with the slogan "Change the future with" and a man pointing at a wall of circular icons, with bokeh lights in the background.
A woman with dark brown hair, in a red dress, is pointing at a large digital display in a modern room with colorful lighting. The display features diagrams and text. The background includes a large digital screen, abstract yellow structures, and peop
A promotional poster for Arizona State University, encouraging to change the future by accelerating ASU. The poster features a smiling young man with glasses, a backpack, and a skateboard, standing outdoors in a park-like setting with palm trees and
Poster with the phrase 'Change the future with ASU for Life' and logos for 'Changing Future' and 'Arizona State University Learning Enterprise'.
A group of diverse young people talking and smiling outdoors, with a large building and palm trees in the background, during sunset.
Promotional image featuring the slogan 'Change the future with CareerCatalyst' at the top. The main image shows a woman with long dark hair smiling while working on a laptop. The background includes modern architectural elements and colorful vertical
A promotional poster with the headline 'Change the future with Health Literacy' in large, bold text. The background includes images of a house and a woman smiling outdoors with trees. At the bottom, there are logos for 'Changing the Future' and 'Ariz
The image features a promotional material for Mary Lou Fulton College at Arizona State University, focusing on education and learning innovation, with a slogan about changing the future and a background of palm trees and an architectural structure.
Promotional graphic for Arizona State University featuring a group of diverse students smiling and clapping, with text that reads 'Change the future with New College of Interdisciplinary Arts and Sciences' and logos for ASU and Changing Future with F
Poster promoting Sandra Day O'Connor College of Law at Arizona State University, featuring a photo of a classroom with students and the logos of the college and Arizona State University.
The image shows a crowd in a stadium celebrating a championship victory for Arizona State University Sun Devil Athletics, with players and fans cheering amid confetti and bright lights.
A promotional poster for Arizona State University, College of Liberal Arts and Sciences, featuring a smiling group of diverse young women hugging outdoors with trees in the background. The poster includes the logos and slogans, such as "Changing the
Group of diverse women at a panel discussion at the McCain Institute, with a backdrop displaying the McCain Institute logo. The woman in the center is speaking, while others are listening.
A promotional flyer for the Thunderbird School of Global Management at Arizona State University features a photo of diverse graduates wearing caps and gowns, holding flags, and smiling at a graduation ceremony outdoors. The flyer emphasizes changing
A young woman holding a camera and smiling outdoors. Visible signs include 'Cronkite' and 'Arizona State University'. A large colorful building and a kitesurfing sail in the background.
A promotional image for Watts College of Public Service and Community Solutions at Arizona State University. The image includes a sunset scene over a city with a highway in the foreground, a group of diverse people in a meeting or workshop, and logos
A promotional image for the W. P. Carey School of Business at Arizona State University, featuring a group of diverse people smiling and shaking hands outdoors in front of a modern building. The top text reads 'Change the future with' in bold black an

Tools and trainings

As the campaign moved toward implementation, emphasis shifted toward enabling distributed execution across a large and diverse network of institutional communicators. This work focused on developing foundational tools, messaging systems, and reference materials designed to standardize narrative expression, ensure consistency across channels, and support effective translation of the campaign framework into unit-level communications and external-facing content.

Identity guidelines

A comprehensive brand identity guidelines document developed to establish a unified visual and verbal system for the Changing Futures campaign across channels, units, and stakeholder groups. The guidelines translated the campaign’s strategic framework into a structured set of standards governing messaging, tone, typography, color systems, iconography, and mark usage, ensuring consistency across both creative and functional applications. In addition to defining the core identity system, the document provided detailed direction for communications deployment across email, social media, and donor-facing copy formats, as well as modular copy structures designed to support distributed content creation across the enterprise.

Read the identity guidelines
A rocket launching into cloudy sky over a body of water with reeds in the foreground, promoting the 'Changing Futures' campaign by Arizona State University.

Key messages

A foundational messaging framework document developed to define the core language, narrative structure, and positioning logic for the Changing Futures campaign. The key messages translated the campaign’s strategic intent into a coherent set of thematic narratives, organizing complex institutional priorities into a clear problem-solution framing, an inclusive call to action, and a unified articulation of ASU’s vision, credentials, and philanthropic opportunity. The work emphasized consistency across stakeholder groups by establishing standardized language for use across donor communications, campaign assets, and internal messaging, ensuring alignment between high-level strategy and day-to-day execution across the advancement enterprise.

Read the key messages
Document titled "Campaign key messaging" from Arizona State University and Changing Futures campaign with sections on beliefs and actions for donors.

Boilerplate language

A standardized messaging toolkit developed to ensure consistent articulation of the Changing Futures campaign across audiences, channels, and stakeholder groups. The boilerplate provided structured short- and long-form language for describing the campaign and its six thematic pillars, translating complex institutional priorities into accessible, repeatable narrative forms for use across donor communications, alumni engagement, internal messaging, and public-facing materials. The work prioritized clarity, adaptability, and alignment with the broader campaign architecture, enabling distributed communicators to maintain coherence of tone and framing while tailoring usage to a range of contexts and engagement scenarios.

Read the boilerplate messages
Document titled 'Campaign boilerplate messages' with sections describing use cases and campaign versions, featuring logos for Arizona State University and Changing Futures, and the phrase 'Transform global education' in orange.

Communicators training

A campaign-wide communicators training deck developed to operationalize the Changing Futures messaging framework across a distributed network of university communicators ahead of launch. The session translated campaign strategy, identity systems, and approved narrative structures into practical guidance for real-time application across social media, email, and storytelling channels. My role focused on structuring the training flow, aligning content across messaging, visual language, and channel-specific tactics, and ensuring coherence between high-level campaign architecture and on-the-ground execution. Delivered to hundreds of communicators across ASU, the deck functioned as both an instructional tool and a coordination mechanism for ensuring consistency, fluency, and timing during the campaign launch phase.

  • Rocket launching into the sky with billowing clouds of smoke and fire, with overlay text promoting a campaign about changing futures from Arizona, for the world, by Arizona State University on February 27, 2025 at Devil's Oasis, College Avenue Commons.
  • A presentation slide titled 'Today's agenda' with a list of scheduled topics, including welcome, pick a pillar, toolkit overview, speed dating Q&A, sharing for prizes, and closing comments. In the background, a woman in a dress is speaking at a podium on stage, with colorful streamers and banners for theater productions displayed above.
  • A woman standing in front of a colorful digital art installation at Arizona State University, with an overlay text that reads 'Pick a pillar'. The woman is smiling and looking at the art piece. The image has the ASU logo and text promoting a social media activity.
  • Infographic titled "Changing Futures: Our vision" with six colored icons and descriptions about transforming education, empowering communities, advancing technology, inspiring future leaders, building health innovation, and reshaping our relationship with the planet. Logos of ASU Arizona State University and Changing Futures are at the bottom.
  • A woman working on a boat dock, using tools and equipment, with sailboats in the background, near a body of water on a sunny day.
  • Slide titled 'Changing Futures: Need to know' with bullet points about a university-wide resource-raising campaign, a prospectus, communication channels, tips for campaign fluency, and lifting all ships, with logos of Arizona State University and Changing Futures.
  • Slide titled 'Toolkit overview' with a bullet list of campaign-related points, logos for Arizona State University and Changing Futures at the bottom.
  • A collage with a background of a modern glass building reflecting a partly cloudy sky. In the foreground, a group of young people are working together at a table with computers and electronic equipment, surrounded by colorful balloons. The collage includes logos of Arizona State University and the slogan "Changing Futures".
  • A presentation slide titled "Today's subject matter experts" lists experts in categories like Communications, Email, Social Media, Brand portfolio, and Visual language, including names and titles, with logos of Arizona State University and Changing Futures at the bottom.
  • A digital graphic promoting messaging for Changing Futures from Arizona, with a QR code on a yellow background. The top right displays a screenshot of a webpage titled 'Changing Futures Toolkit,' with sections on campaign identity, digital assets, training, videos, and case statements.
  • A presentation slide titled 'Communications and messaging' with numbered points about campaign language, funding, and participation, featuring highlighted keywords and logos from Arizona State University and Changing Futures.
  • A presentation slide about owned and earned media strategies, with sections titled ASU News, Earned Media Stories, and Planned Media, listing various activities and dates.
  • A digital screenshot with a yellow background and black text labeled "Visuals." To the right, a webpage titled "Changing Futures Toolkit" displays sections such as Campaign identity, Digital assets, Training, Videos, and Case statements, with various category icons and descriptions. On the left, a QR code is present below the word "Visuals".
  • Slide presentation titled 'Visual language' with chapter heading 'Changing Futures design at a glance'. Bulleted list discussing design principles including space to breathe, visual balance, typography, striking photography, elegance and simplicity, and key elements. Logos for Arizona State University and 'Changing Futures' at the bottom.
  • A presentation slide with the title 'University case statement'. It shows two images: the first is of a rocket launch with smoke and clouds, and the second features a woman standing in front of a hexagon-patterned background with text saying 'The time to change the future is now' and 'There's no better place to start than right here'. The slide includes the Arizona State University logo and the slogan 'Changing Futures From Arizona. For the world.'
  • Collection of posters promoting various initiatives by Arizona State University including Education, Health, Resilience, Technology, Planet, and Changemakers, with images of diverse people and themes related to education, health, technology, environment, community, and innovation.
  • Image showcasing a presentation or webpage slide titled 'Digital assets' with a yellow background. It includes a QR code and examples of digital assets such as social media, email, and web. The slide is part of a campaign by Arizona State University and features tags like 'Changing Futures' from Arizona for the world.
  • A slide titled 'Social media' outlining a timeline of activities from March to June, divided into pre-launch, launch, and post-launch phases.
  • A presentation slide titled 'Email' with sections for 'April launch emails' and 'Post-launch emails.' The slide lists dates and details about email campaigns and contains logos of ASU Arizona State University and Changing Futures.
  • Three young women looking up and talking inside a wooden structure on a sailboat. The background shows water and a cloudy sky.
  • Poster for an event titled "Fast and Furious" hosted by Arizona State University. The poster includes information about the topic tables for communication/messaging, email, and social media, with three rounds of seven minutes each, and a one-minute warning to move to the next station. The background features a nighttime cityscape with streaks of red, yellow, and blue light trails from moving vehicles, and the ASU logo is visible at the bottom.
  • A promotional graphic with a background of yellow flowers and a bright sky. Text on the left says, 'Share out for prizes!' Inside a white box on the right, there is a photo of two people sitting at a table in a room with shelves, one woman writing and a man smiling. Logos at the bottom include Arizona State University and Changing Futures.
  • Schedule of community meetings including writing, social media, email, and campaign meetings with dates and times, logos of Arizona State University and Changing Futures.
  • A group of four diverse young adults, including two women and two men, looking upwards and smiling in an ornate indoor setting with gilded architectural details. One woman is wearing a University of Arizona State sweatshirt.
  • Skyline of Phoenix, Arizona with the mountains in the background, and the word 'Thank you' overlaid on the image, along with the logo of Arizona State University.

Launch

The campaign launch phase focused on translating the Changing Futures strategy into a coordinated, multi-channel activation across paid, owned, and experiential channels. Work included thought leadership, digital advertising, web and email experiences, social media, campus activations, and branded merchandise, all aligned to a unified campaign framework.

Thought leadership

A coordinated portfolio of advertorials, print advertising, and broadcast creative introduced the campaign across regional and national media. Each placement translated the campaign narrative for distinct audiences while reinforcing a consistent brand identity and positioning Arizona State University as a leader in addressing society’s most pressing challenges. Together, these assets expanded the campaign beyond university-owned channels, building awareness among prospective donors, alumni, business leaders, and community partners while establishing a strong public presence at launch.

Featured here is the campaign’s full-page advertisement in the Phoenix Business Journal, one of several thought leadership placements developed for launch.

A rocket launching into a cloudy sky with a trail of smoke, with a message about changing futures and innovation from Arizona State University, including various icons representing education, technology, health, and community empowerment, and a QR code and website link for more information.

Paid media campaign

A coordinated paid media campaign extended the reach of the Changing Futures launch across broadcast, digital, social, and premium publication channels. Creative was tailored to each platform while maintaining a consistent campaign narrative, targeting alumni, prospective donors, business leaders, and values-aligned audiences in Arizona, Los Angeles, and Washington, D.C. Together, these assets reinforced the campaign across multiple touchpoints, expanding awareness and supporting a cohesive public launch.

  • A person standing in front of a colorful digital display at Arizona State University, with a list of categories including 'Overview,' 'Print,' 'TV,' 'Radio,' and 'Digital'.
  • A digital presentation slide titled 'Overview' discusses paid media strategies for Arizona State University, including engaging audiences in Arizona and major markets like Los Angeles and Washington D.C., leveraging donor-focused media, storytelling, and emotional connection.
  • A digital infographic showing data for paid media campaigns including impressions, site visits, and conversions. The overview highlights 4.4 million impressions, 1.1K site visits, and 17 conversions achieved from April 7 to 30, 2025, attributed to Arizona State University.
  • A presentation slide titled 'Paid media | print' with a subtitle about long-form messaging ad format targeting audiences likely to donate. The slide shows data points including total spend, insertions, impressions, and list of titles like Phoenix theater programs and Arizona Republic. To the right, a large image of a rocket launch with smoke and clouds, and text promoting Arizona State University and its mission for a better future, with a QR code at the bottom.
  • Slide showing paid media and TV statistics including TV spots, total spend, impressions, and dayparts. The slide highlights Arizona PBS as a trusted network among others, with the Arizona State University and Changing Futures logos at the bottom, and a date range of April 7 to April 27, 2025.
  • A presentation slide titled 'Paid media | radio' with information about NPR, including its spend, spots, impressions, and dayparts. Logos of Arizona State University and Changing Futures are at the bottom.
  • Table showing paid media digital marketing metrics for a campaign, including channels like LinkedIn Prospecting, Video Prospecting, Meta Prospecting, PBJ (Site direct), Display Prospecting, and CTV. It reports impressions, visits, VTS percentage, actions, and spend, along with total impressions, visits, site visits, VTS percentage, and total spend at the bottom.
  • Presentation slide titled 'Paid media | CTV'. The slide shows a cityscape image of buildings and a red container with the ASU logo. Text on the slide details advertising statistics including total spend of $17,097, 91 visits, 389,214 impressions, a VTS rate of 0.02%, 3 conversions, and a 3.30% conversion rate. The logos for Arizona State University and Changing Futures are at the bottom, with a date range of April 14 to 30, 2025.
  • Multiple digital display banners for Arizona State University with a launch rocket image, featuring slogans like 'This is our moment to change the future,' 'Join us,' and 'Changing Futures,' all in black, yellow, and white theme.
  • A presentation slide titled 'Paid media | video' with yellow highlighted text that reads 'Video prospecting targeting a lookalike audience of existing donors captures attention and builds an emotional connection.' The slide includes statistics such as total spend of $2,225, 144 visits, 102,059 impressions, 0.14% VTS rate, and 0 conversions. There is a cityscape photo featuring modern buildings, with part of an orange structure with the ASU logo and the website asuchangingfutures.org. The bottom shows ASU and Arizona State University logos with the tagline 'Changing Futures From Arizona. For the world.' The date range is April 21–30, 2025.
  • A presentation slide from the Phoenix Business Journal about paid media, featuring a large banner with a rocket launch image and the quote 'This is our moment. The time to change the future is now,' along with several bullet points listing metrics like total spend, visits, impressions, VTS rate, and conversions, and logos for Arizona State University and the changing futures campaign.
  • A presentation slide about social media advertising performance for Arizona State University, showing three mobile ad mockups with captions promoting university initiatives, and statistics on website visits from social media.
  • Three digital advertisements promoting Arizona State University by ASU Foundation for a New American University, each with a rocket launch image, bold text about changing futures, and the university logo. The ads include phrases like "Changing Futures," "This is our moment to change the future," and "Arizona State University."

Digital experience

The campaign’s digital experience translated the launch narrative into a cohesive journey across web and email channels. From homepage banners and landing page content to a coordinated sequence of presidential and pillar-focused email communications, each touchpoint guided audiences from initial awareness to deeper engagement while maintaining a consistent brand voice and visual identity.

Social media campaign

The social media campaign introduced Changing Futures through a phased rollout designed to build curiosity before launch and sustain momentum afterward. A warm-up campaign invited audiences into the conversation through “conversation card” stories, carousels, and short-form videos, followed by a coordinated launch across LinkedIn, Facebook, and Instagram featuring the campaign announcement, six pillar narratives, major gift announcements, and ongoing educational content. Every asset was designed to balance broad brand awareness with clear pathways for deeper engagement and sharing across the ASU community.

  • A rocket launching into the sky with clouds and sunlight, featuring the text 'Changing Futures From Arizona. For the world.' alongside the Arizona State University logo.
  • April calendar with social media posts and events highlighted, including topics on scientific research, university achievements, and motivational messages, with the Arizona State University logo.
  • A digital calendar named 'Content schedule' shows scheduled posts for the week of May 1st-7th. On Wednesday, there is a post titled 'Defining our moment' with a rocket launch image. On Thursday, a post celebrates the W. P. Carey School of Business's new center and degree program for real estate, accompanied by a rocket launch image. On Friday, a post titled 'This is our moment' with the rocket launch image. The right side has a link to view all social posts for global launch, and the bottom displays logos for Arizona State University and the 'Changing Futures' initiative.
  • Schedule for week 1 posts at Arizona State University, including images of speakers and videos for each day from April 7 to April 10.
  • A screenshot of a presentation slide titled "Week 1 responses" displaying various responses and comments from individuals affiliated with Arizona State University, including their names, titles, and brief statements about their perspectives and involvement with the university's initiatives and programs.
  • A weekly schedule graphic for Arizona State University showing posts on April 14, April 15, and April 18, including announcements about a donation, a health video, and a community resilience video.
  • A woman with long dark hair wearing a maroon top, smiling, sitting at a desk with a notebook and pen, in front of a purple background. There is a logo of Arizona State University and the phrase "Changing Futures From Arizona. For the world."
  • A digital timeline showing posts for Week 3 at Arizona State University. The posts include a photo of scientists working in a lab, a quote from President Michael M. Crow, and the university logo.
  • Collage of social media posts and graphics promoting Arizona State University's Changing Futures campaign, including images of students, a university logo, and text about advancing technology and transforming education.
  • A weekly schedule for April 28 to May 1 featuring posts about Arizona State University, including topics on the changing futures, innovation, and societal impact.
  • A digital schedule displaying posts for week 5 at Arizona State University, including a swim team promotional poster, an event announcement for a real estate industry discussion, an article about ASU news, and an image of a rocket launch.
  • A LinkedIn post by Michael Crow, President at Arizona State University, discussing the university's 'Changing Futures' campaign with images of a rocket launch, diverse students, and university branding.
  • A person standing on stage in front of an orange curtain, wearing a blue suit and speaking into a microphone at a podium.
  • Skyline of Phoenix, Arizona at dusk with city buildings and mountains in the background, overlaid with the text 'Changing Futures from Arizona. for the world. Thank you' and the Arizona State University logo.

Experiential presence

The launch extended beyond digital channels into a cohesive physical brand experience across ASU campuses and the surrounding community. Large-format environmental graphics, venue signage, streetscape installations, and event materials transformed high-visibility spaces into campaign touchpoints, reinforcing the Changing Futures identity for students, alumni, donors, faculty, staff, and visitors throughout the launch period.

Modern office building with glass facade, palm trees, and a street sign for College Ave. The building has a large banner that reads "This is our moment to change the future."

While initial adoption was strong, growth eventually plateaued as the program encountered a structural challenge common among older, high-capacity donor populations: limited interest in creating and maintaining additional digital accounts.

Sustained engagement

Following launch, the focus shifted from introducing the campaign to sustaining momentum over the course of a five-year initiative. This phase expanded the campaign through events, advertising, digital experiences, impact storytelling, and the development and sustainment of a Giving Update newsletter, creating a steady cadence of communications that reinforced campaign priorities, highlighted philanthropic outcomes, and equipped fundraisers with fresh content throughout the donor journey.

Events promotion

A targeted event strategy extended the Changing Futures campaign into high-profile activations across national and international markets, translating campaign messaging into in-person engagement opportunities. Work supported flagship events in New York City during Climate Week, Dallas ahead of ASU’s matchup against Baylor, and a major Tempe showcase at ASU Gammage, with additional activations planned in London, California, and Florida. Across each location, efforts combined strategic audience targeting, partner collaboration, and integrated communications to position events as high-impact extensions of the campaign.

A woman with short, white hair and glasses holding a microphone, speaking during a presentation or performance in a dark setting with stage lighting.

Editorial advertising

A series of editorial advertorials translated the Changing Futures campaign into narrative, human-centered storytelling by spotlighting individual alumni and donor impact. Each feature profiled a distinct contributor to ASU’s ecosystem — linking personal philanthropic journeys to broader outcomes across the university’s six pillars. The format was designed to bridge institutional messaging and lived experience, reinforcing the campaign through credible, emotionally resonant stories that demonstrate how giving at every level contributes to measurable, meaningful change.

  • A man wearing a black cap and a black collared shirt with the ASU logo stands on a golf course holding a putter. The background features a golf course with trees and rocky mountains under a partly cloudy sky.
  • A promotional webpage for Arizona State University’s alumni and donors initiative called Changing Futures. The page mentions Andrea Singer, a Sun Devil alum, and highlights her contributions and the university's global impact. It features a large image of Big Ben and smaller pictures of campus buildings and a woman, along with a QR code and a call to action to join the movement.
  • A webpage featuring ASU Arizona State University athletic sponsorship, with a football on grass, a portrait of Brian Swette, and a photo of two men in a conference room. The page highlights efforts to support Sun Devil football, community engagement, and sustainability projects, with logos, quotes, and a QR code for more stories.

Newsletter development

A recurring donor-facing newsletter developed to translate the Changing Futures campaign into an accessible, ongoing narrative of institutional impact and philanthropic outcomes. Each edition combined major gift highlights, milestone achievements, and pillar-aligned storytelling to demonstrate how contributions across all levels of giving are advancing ASU’s mission. The publication was structured to balance emotionally resonant donor stories with clear, metrics-driven reporting, ensuring both narrative engagement and transparency. Integrated across campaign communications touchpoints, the newsletter functioned as a key stewardship tool—reinforcing donor value, sustaining engagement between major campaign moments, and strengthening long-term giving relationships through consistent, impact-focused storytelling.

Read an edition
Rocket launching into the sky with clouds in the background, part of a university promotional event with balloons and a tent in purple and yellow, featuring the Sun Devils logo.

Impact storytelling

The annual impact report was designed as a donor-facing digital publication that translates the Changing Futures campaign into tangible outcomes, combining storytelling and performance metrics to demonstrate the value of philanthropic investment across ASU. Developed as a unified stewardship tool for all donors in FY26, the report highlights the breadth of giving across multiple donor types and contribution levels, reinforcing trust, transparency, and appreciation while making each donor feel personally connected to the impact of their support. Structured around the six campaign pillars, the report integrates narrative case studies with data-driven results to communicate both individual stories of change and university-wide outcomes, positioning philanthropy as a visible driver of innovation, access, and societal impact.

Scheduled launch: Summer 2026

Campaign website

A dedicated campaign microsite designed as the central digital home for Changing Futures, consolidating storytelling, giving pathways, and impact reporting into a unified, user-centered experience. The site was structured to introduce the campaign at scale through a high-impact hero experience and clear conversion pathways, while enabling deeper exploration across six pillars of impact. Phase one established core navigation, campaign framing, and primary calls to action—including Giving Update sign-ups and direct giving—while phase two expands into interactive storytelling, data visualization, and longitudinal impact content. Built as both a discovery and conversion platform, the microsite strengthens SEO performance, improves global traffic capture from asu.edu, and provides a scalable foundation for ongoing campaign communications, donor engagement, and performance tracking.

Scheduled launch: Summer 2026