FDR Memorial
Issues/Challenges:
The FDR Memorial Fundraising and Awareness Campaign was a key element in the final push for construction of the memorial. For 40 years, the U.S. Congress provided funding for the Memorial’s preliminary site selection and design work. By the fall of 1994 the Congressional FDR Commission wanted to “make the memorial belong to the people of America.” The Lindberg Group was therefore faced with the challenge of creating a joint marketing and fundraising campaign in order to raise the final and most critical component of the Memorial fund.
Strategies:
- Develop a two-pronged approach for the campaign—scouting both general donors and high-end donors
- Excite both high-end and general donors about the future attainment of a goal that will have lasting recognition
- Develop a Leadership Gift Wall for large donors in the entryway to the Memorial (a memorial donor’s wall had never been permitted at a national site)
- Develop a Memorial slogan and logo for the funding campaign
- Reach out to the general public in order to build general interest and ‘buzz’ for the memorial and respective campaign
Activities:
- Capture media attention and public interest—an extraordinary challenge considering the Memorial’s park setting with no major edifice as a focal point
- Commission an artist to render an aerial view of the Memorial from the blue prints
- Aid in the production of a video hosted by Mike Wallace, produced with Mr. Wallace walking through the yet to be constructed site with artist renderings providing the visual interest
- Make the poster, video, and slides available to the media on a special walkthrough on the site
- Place markers throughout the 7.5-acre site depicting the major element of the Memorial
- Contact FDR’s grandson to act as the spokesman for the Memorial awareness campaign and escort the media through the site
Results:
The Lindberg Group successfully led the campaign, securing major pickup and support in the U.S. and also around the world, leading to gifts from foreign governments and individual wealthy donors. Further, the Memorial slogan and logo for the fund-raising campaign was adopted by the Park Service as the official design and logo for the memorial—receiving great acceptance by the general public. Most notably, a major dedication of the site by President Clinton received wide attention, which undoubtedly helped the Memorial secure all of its final funding and outreach needs.