As the University of Illinois Foundation (UIF) began the most ambitious effort in the history of U.S. public academic fundraising — targeting $2.25 billion though 2011 in support of three distinct campuses — it tapped Mobium to develop the brand and conceive and execute a multi-tactic, multi-tiered integrated campaign to attract prime “six-figure” donors and corporations.

Mobium market/donor research led to a messaging strategy focusing on the far-reaching “ripple effect” that a donor’s contribution could have on others and the world, an emotionally resonant approach in a world of tried-and-true fund-raising appeals focusing on school history and laundry lists.

Results to date have blown past target goals. After less than a year, the campaign had raised $1.27 billion in gifts, achieving 57% of the goal.