IYRS

Capital Fund Campaign

IYRS, the International Yacht Restoration School, formed in Newport RI in 1993, can be defined by two underlying principles: to build and restore classic yachts with passion and dedication, and more significantly, to enrich the lives of students not only through the learning of a hands-on craft, but by providing a bridge to a more meaningful artisan career.

To accomplish these goals, IYRS relies heavily on an annual capital campaign to raise working capital from donations and sponsorships.

A large part of the appeal was to connect donations with graduate success stories, illustrating the fact that “your donations change lives.”

The marketing brief contained the following:

–Create both physical mail (printed) and electronic mail campaigns.

–Make direct references tying capital campaign contributions to student success stories.

–Keep design and messaging clean and simple, utilize high end photography.

–Tie participation in to the year-end gala, a major event.

The tagline “Make Anything Possible” contained a dual message: students taught the correct skill set can literally make anything with their hands, and supporters of the school help make it possible for any man or woman to realize their dream of becoming a craftsman.

Photography was front and center in conveying this message, and the detailed photography of Jason Evans fit perfectly. Close-up shots with a short field of vision were used showing the hands of students, often dirtied, using the instruments of their craft.

Brief student testimonials overlaid the images, while candid videos were made of them discussing what the IYRS program had personally meant to them. On digital materials, hot links linked directly to the online videos. On printed materials, both a URL and a QR code were supplied to allow the viewer to link to the appropriate video.

Save-the date mailers and invitations to the festive year-end gala were sent to the same supporter base. These pieces highlighted the craftsman aspect of the school, with a playful nod to a formal event.