Case Studies in Marketing

stating the value

Mothers’ Club Family Learning Center (pro bono)
Inspiring Donors

Articulating the Value

Mothers’ Club began in 1945 as a grass roots effort to reach out to isolated families. Over the years, it had developed into a strong program that provided education for both mother/care-giver and their very young child 0-5. The organization had loyal supporters who gave small amounts each year, but the organization needed to grow and move beyond its small beginnings. As a member of the board of directors, Judy Asbury worked to articulate the value of the organization through a revised mission and vision statement that highlighted the key component: two-generation learning.

Creating the Strategy

SAI developed an annual report that, for the first time, used evaluative data to tell the story of the impact that Mothers’ Club made. The report laid the foundation for a successful capital campaign started the following year. The report compared the results that Mothers’ Club received against state and national norms for family literacy agencies, showing conclusively that donors’ money made a real difference in the community.

Realizing the Goal

The capital campaign successfully raised $6.5 million in 18 months and a permanent home for Mothers’ Club Family Learning Center was built. The organization is well on its way to being a model for other literacy efforts throughout the country, and has received numerous awards and recognition.

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