CAROLINA BALLET: TOUCHING PEOPLE'S HEARTS MAKES FUNDRAISING A BREEZE.

CLIENT

Carolina Ballet, Durham NC

KEY WORDS

Arts, nonprofit, fundraising

FINAL DELIVERABLE

2 minute fully produced and edited video

THE CHALLENGE

The Carolina Ballet goes through hundreds of shoes a year, and those exquisite, hand-crafted toe shoes aren't cheap. In fact, the Ballet's annual budget for shoes is approximately $90,000.

The Ballet was looking for an engaging way to capture interest and raise funds among donors and ballet enthusiasts at their annual “Cinderella Ball” fundraiser.

THE MINDWORKS SOLUTION

Using video as the delivery medium, MindWorks wove a captivating story with the dancers and staff at the Carolina Ballet to educate the audience about the importance and impact of good pointe shoes and the costs involved with purchasing them. We felt that the people with the most firsthand experience and knowledge of the subject should tell the story themselves.

CREATIVE PROCESS

Working collaboratively with the marketing staff at the Carolina Ballet, MindWorks developed an outline for the production including a creative treatment and the selection of on-camera talent to best communicate the Ballet’s message. Ultimately, we felt that a more personal story would resonate with donors and allow them to connect to the dancers on a more intimate level.

RESULTS

The video was an overwhelming success for the Carolina Ballet. Their fundraising goal was to raise $9,000. Instead, they raised $45,000 for their pointe shoe fund. The marketing staff at the Carolina Ballet attributed the success of their fundraiser directly to the MindWorks' video.