CASE STUDY:
HBCU GreenFund –
Campaign Branding & Digital Strategy
Industry: Non-Profit / Sustainability

Background

HBCU Green Fund is a non-profit organization focused on advancing sustainability initiatives at Historically Black Colleges and Universities (HBCUs). Their mission is to fund green projects, promote environmental justice, and empower students to lead climate action. Ahead of Giving Tuesday, the organization needed a cohesive branding strategy for a new fundraising campaign, along with digital assets and guidelines to ensure consistency across platforms.
 

Challenges

• Fragmented Branding: Previous campaigns lacked a unified visual identity, making it difficult to build brand recognition.

• Limited Digital Presence: LinkedIn was underutilized as a platform for donor engagement and thought leadership.

• Campaign Urgency: The Giving Tuesday campaign required quick turnaround with high-impact visuals and messaging.

• Donor Communication: Needed a compelling donation deck to attract corporate and individual donors.
   

Goals

1. Develop Campaign Branding: Create a strong, recognizable visual identity for the Giving Tuesday campaign.

2. Establish Brand Guidelines: Ensure consistent use of colors, fonts, logos, and tone across all materials.

3. Design Donation Deck: Build a persuasive, visually appealing deck for donor outreach.

4. Optimize LinkedIn Presence: Set up and brand the LinkedIn page to attract donors and partners.
    

Our Approach

1. Brand Discovery & Strategy

• Conducted a brand audit and stakeholder interviews.

• Defined campaign objectives and target audience.

2. Campaign Branding

• Designed a Giving Tuesday campaign logo and color palette aligned with HBCU Green Fund’s mission.

• Created social media templates for Instagram, LinkedIn, and email marketing.

3. Brand Guidelines

• Developed a Brand Style Guide including:

  • Logo usage rules

  • Color codes and typography

  • Tone of voice and messaging framework

  • Social media best practices

4. Donation Deck

• Built a professional pitch deck featuring:

  • Mission and impact stories

  • Campaign goals and donation tiers

  • Visuals showcasing sustainability projects

  • Call-to-action for corporate and individual donors

5. LinkedIn Setup

• Optimized LinkedIn company page with:

  • Branded banner and profile image

  • Updated organization description

  • Content calendar for campaign posts
     

Results

• Unified Branding: All campaign materials reflected a consistent visual identity.

• Increased Engagement: LinkedIn followers grew by 40% during the campaign period.

• Successful Giving Tuesday: Donations exceeded the initial goal by 25%.

• Professional Presentation: Donation deck helped secure partnerships with two major corporate sponsors.
   

Key Deliverables

• Campaign branding assets (logo, color palette, templates)

• Brand guidelines document

• Donation deck for fundraising

• LinkedIn page setup and content strategy
   

Client Feedback

"TBJ Brand Management Group gave us the tools and confidence to launch a successful campaign. The branding was cohesive, and the donation deck helped us secure critical funding."
— HBCU Green Fund Team