Thank you to the Mission Minded team for the thought and creativity you’ve poured into these designs. I’m excited about the direction we’re heading.
Future Leaders of America
We developed the campaign strategy, messages, and fundraising tools to permanently fund FLA’s youth leadership pipeline—giving donors a bold, beautiful reason to match the courage of the young Latino leaders they’re investing in.
Sector
Nonprofits
Deliverables
Brand Strategy
Fundraising Campaigns
Marketing Materials
Visual Identity
Fundraising Campaigns
Marketing Materials
Visual Identity
Securing a movement's future—permanently.
Challenge
For more than 35 years, Future Leaders of America’s youth leadership camp has been the spark that ignites Latino civic leadership—producing over 9,500 alumni who are now shaping schools, city councils, and communities across California. But camp has always run year to year, vulnerable to funding shifts and political climates. When a transformative gift from MacKenzie Scott signaled the organization’s national credibility, FLA seized the moment to launch an endowment campaign that would make the pipeline permanent.
Match their courage.
Insight
In a political moment defined by fear and erasure, playing it safe wasn’t just uninspiring—it was a missed opportunity. Our research revealed that FLA’s young people were already showing extraordinary courage: organizing, advocating, and stepping into rooms that weren’t built for them. The bold strategic move was to flip the traditional donor ask on its head. Rather than centering donors as the heroes of this story, we centered the youth—and challenged donors to match their courage. It’s an unusual and galvanizing frame that turns giving into an act of solidarity, not charity.
Gloria Soto
Executive Director & FLA Alum ’03
, Future Leaders of America
Building a campaign as bold as the movement it funds.
Journey
We developed The Movement Builder Campaign—a name, positioning, and message framework rooted in the idea that what begins at camp doesn’t end there. The campaign personality is bold, relational, strategic, and inviting, reflecting FLA’s Latino roots and the urgency of the moment. From there, we created a library of key messages, a new organizational tagline—The Heartbeat of a Youth-Led Movement—and a stunning suite of fundraising tools, including a bilingual campaign brochure that moves donors from emotion to action with unflinching honesty and vibrant, youth-centered design.
A community energized and ready to build.
Impact
The campaign has united FLA’s community—board, staff, alumni, and early supporters—around a shared vision of permanence. With a campaign strategy that combines emotion, rationale, and urgency, FLA now has the tools to approach Latino leaders nationwide, local major donors, alumni, and institutional funders with a case that’s as courageous as the young people it serves. The Movement Builder Campaign positions FLA not as a scrappy grassroots organization, but as the anchor of a youth-led civic movement built to last—para siempre.
