A large Library Foundation launched a capital campaign to raise funds for a state-of-the-art, destination library. Having secured half of the cost in matching funds from government partners the group was well on the way to seeing their library of the future as imagined. A strategic marketing plan was created to help kick-start individual giving, which had stalled out.  

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With approximately $4 million in funding remaining to reach the capital campaign goal, a market research study and subsequent plan to engage the community was commissioned. Following an extensive, region-wide survey and ethnographic research, insights were uncovered about the segments of supporters who would be most likely to support the project.

As the capital campaign had stalled out, a bottom-up strategy to secure the remaining capital was suggested. From thorough research, segments of residents - with much to gain from a  new library - were targeted, organized, and mobilized to increase visibility. The increased activity by average citizens was a tipping phenomenon whereby high net-worth individuals and organizations were compelled to donate large gifts in support of the library.