Profiling Extraordinary Commitment

Carnegie Mellon University consistently ranks among the leading universities in the United States, driven by its reputation as a world-class research institution. To fund that research, the university turned its attention to the top of its giving pyramid, creating a society for donors who made philanthropic gifts of more than $1 million. To solidify and grow its relationship with these influential funders, CMU called in Brady Communications to name, brand and help launch the program.

The centerpiece was an exclusive hard-bound book, with bios that profiled each donor’s history with the university. Given the status of the elite audience, it was essential that this book stand out. Rather than produce the obligatory photo book, our solution used fine-art portraits created by artists who were students, alumni or teachers of the university.

The project engaged the donors, who communicated with the school’s fundraisers during the process, thus opening the door for additional gifts. The finished book not only helped attract new members to the society but also provided an archival record of philanthropy at CMU.

Rewarding Endowment

Given the elite status of the donors, it was essential to show appreciation in a way the audience would find relevant. The book features biographies and original fine art portraits of each donor created by artists who were CMU students, alumni or teachers.

Choosing the Artist

As an added benefit, donors were able to hand-select the artist who would create their portraits. These portfolio cards visually introduced donors to the artists and their unique styles.

Style is Everything

By incorporating different artistic styles, the Highlands Circle Book achieved a diverse look that matched the depth and breadth of the contributions donors made to the university.

Special Delivery

The donors received elegant portfolios containing their original portraits, information about the artist and personal letters from their contact at the university.

A Page in History

The finished book not only attracted new members to the society but also provided an archival record of philanthropy at Carnegie Mellon University.