San Diego Foundation's billion-dollar campaign followed a rebrand built on strategy first
A rebrand tied to a settled strategy helped the San Diego Foundation raise one billion US dollars through its multi-year Fifty & Forward campaign, according to Anique Mautner, strategy director at the creative agency MiresBall, writing in Alliance Magazine. Five years after the foundation adopted its new visual identity, awareness among prospective donors had risen by thirty-eight percent.
The difference lies in sequence. The San Diego Foundation changed its look only after deciding, during the pandemic, to move from quiet steward of donor funds to visible community leader. The Royal National Institute for Deaf People shows the reverse: in 2020, research with six thousand people found its 'Action on Hearing Loss' name less trusted than the old RNID name, which the charity then restored.
Source: Alliance Magazine · October 8, 2026