Brand and Messages: Bridging Santa Barbara Together

Using their new messaging from Mission Minded in their 2025 spring appeal, The Santa Barbara Foundation saw a 35% increase in giving from their spring appeal.

The Challenge

Santa Barbara Foundation’s bold new strategic plan pushed the institution to serve the entire county, not just those within the city of Santa Barbara. However, while the Foundation’s impact was countywide, its reputation was not. Santa Barbara Foundation needed a brand strategy and messaging that reached across the entire region.

Services

The Insight

In a region marked by significant differences in income, language, race, and political affiliation, Santa Barbara Foundation had the opportunity to be positioned as the bridge that brought everyone together to build community in this area that is loved by many.

The Journey

Deep research included surveys, one-on-one interviews, and focus groups to unearth language that could unite the community. Ultimately, the Foundation has been positioned as THE organization that has the expertise, connections, and impact to serve the entire community.

The Impact

Santa Barbara Foundation saw a 35% increase in year over year donations during their spring fundraising campaigns after leveraging Mission Minded’s brand, message, and tagline work.