The Mosaic Gala
One night to raise funds for the AOS Professional Development Fund, which supported the continued growth and enrichment of their teachers and staff.
The Brief
The video should communicate the critical role that professional development plays in advancing the quality of education at AOS. By investing in the growth of teachers and staff, donors are directly contributing to the future success of students. The message should inspire a sense of responsibility and excitement about contributing to this cause, showing that their generosity is an investment in the school's future.
The Theme
Mosaic, celebrates the beauty of a vibrant, interconnected community. Much like individual tiles in a mosaic, each element of AOS—its students, teachers, staff, parents, and supporters—contributes uniquely to creating a larger, holistic picture.
The mosaic of AOS symbolizes how the school’s core values—academic excellence, community involvement, and personal growth—combine to provide students with a well-rounded education. Together, we are building something greater than the sum of its parts.
Mosaic Campaign Strategy
Earlier in the year, AOS released a five-part video series, each focusing on a different aspect of the school's mission: academics, community, leadership, personal growth, and service. For the gala, we united these themes into a single "Mosaic" video that demonstrated how all these components work together to create a holistic education.
A Student’s Story
To tie everything together, we featured a graduating student who had experienced all aspects of the AOS journey. Through their story, we showed the audience the living, breathing result of AOS’s unique approach—highlighting how each piece of the "mosaic" contributed to their growth.
Inspiring Support
The final video combined footage from the original campaign with the student’s reflections, illustrating how AOS’s values build well-rounded individuals. This inspiring piece encouraged donors to invest in the continued success of the school and its community.
Bridging Campaigns, Breaking Records: $126K in 12 Minutes
The success of the AOS Gala video was undeniable, both in its strategic positioning and its emotionally resonant content. Within just 12 minutes of airing the video, an astounding $126,000 was raised—beating previous non-operational giving records by 21.1%. By seamlessly bridging the earlier annual fund campaign with the gala event, the video created a cohesive narrative that not only captured the hearts of the audience but also significantly amplified their giving attitudes. This integration of campaigns proved to be a pivotal move, lowering production costs while simultaneously increasing engagement and donation amounts.
The AOS advancement office confirmed the impact of these strategies, stating, “There is a lot we have taken away from the 2021/2022 season. I’m confident that this mix of strategies is our new normal.” By uniting the school’s mission with the real-life success of its students, the video elevated the overall fundraising experience, setting a new standard for future events and solidifying the effectiveness of media-driven philanthropy for AOS.