CASE STUDY

“Turn Two has a broad view and extensive experiences in the community foundations space, which allows them to bring deep knowledge and actionable insights to the table.

Felicity Tao, Senior Vice President, Marketing & Communications, Greater Cincinnati Foundation

Greater Cincinnati Foundation

Crafting
Equity Messaging

The Challenge

The Greater Cincinnati Foundation received some sobering results when it conducted a 2023 feasibility study for a potential capital campaign. Many of the donors, nonprofits, and community members who were surveyed reported that the foundation’s messaging was falling flat and creating confusion among donors and grantees.

Based on this feedback — and with a new strategic plan on the horizon — GCF enlisted Turn Two to assess its existing messaging, conduct messaging testing, and develop a new messaging framework. 

The Solution

Over a 6-month period during the first half of 2024, our team:

  • Took a deep dive into the foundation’s messaging, hosted a series of internal stakeholder interviews, and conducted a landscape assessment.

  • Developed a report on our initial findings and recommended a new approach to its messaging using an asset-based framing.

  • Created a series of initial messages that were tested with donors, grantees, and community members.

  • Refined and finalized a new brand and equity messaging framework. This framework included an updated vision statement, values statements, its unique value proposition, and language about its equity and programmatic work.

  • Hosted a training session with the foundation’s board of directors.

  • Delivered a comprehensive Messaging Playbook for staff and board.

  • Developed a new content strategy that put its new messaging framework at its center.

    GCF begin rolling out its new messaging strategy in Q3 2024 with language and tools that are already helping the foundation connect more with its community.

GCF Core Messaging Guide

GCF Comprehensive Messaging Playbook