Challenge
Amherst College had just finished a highly successful capital campaign and wanted to establish a program for continuous giving without a time limit. The program would benefit the general operating fund and recognize the school’s largest financial donors.

Solution
Amherst decided to bring in Bidwell ID, and create a distinct brand for this new program that would also tie in with the college’s overall branding. From a pool of several names, “1821 Society” was selected. 1821 was the year of the school’s founding; that dollar amount was set as the minimum donation for recognition in the society. The identity system featured a clean sophisticated look, consistent with the school’s general communications materials. Much consideration was given to gifts. Donors at higher levels receive a limited-edition journal featuring key presidential speeches or public lectures at Amherst. Donors at the highest levels receive individually chosen books personally inscribed on an 1821 bookplate.

Results
The 1821 Society has been very successful. Donor participation in the first year of the program matched that of the College’s recent successful capital campaign. Participation in subsequent years has grown 5% to 10% per year.