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Merrill Lynch Global Philanthropy
Merrill Lynch Global Philanthropy donates $35 million annually to charitable causes but wasn’t recognized as being at the forefront of corporate giving trends.
Global Philanthropy has a groundbreaking, targeted approach to its giving: it makes donations that help organizations partner with each other to identify and promote best practices in youth education and development.
Our review showed that this strategy was lost on shareholders, employees, the philanthropic community and the public at large. In an attempt to communicate the myriad programs Global Philanthropy supports, the focus of giving was lost in details about dozens of programs, both youth and non-youth oriented.
Based on our findings, we suggested a reorganization of Global Philanthropy’s entire communications program. To communicate its strategy clearly, we:
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Developed an economical structure for communicating key areas of giving, with a central focus on Investing in Youth and a secondary emphasis on Other Giving.
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Rewrote key communications messages to reflect the new thrust and voice.
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Developed a cleaner, more sophisticated look for its annual report, with content organized around the new communications structure.
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Created interactive Internet and intranet sites that present information reflective of the new communications structure in a user-friendly way
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Organized websites to allow for more efficient management and updating of information.
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Through strategic focus, reorganization of information, retooled messages and clear design, Merrill Lynch Global Philanthropy has an enhanced image as a thought leader among corporate charities.
Click here to see samples from this project.
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