NATIONAL GEOGRAPHIC SOCIETY

Challenge  
In order to increase philanthropic inquiries through a new print campaign, National Geographic Society first needed to better understand the kind of person most likely to consider planned giving and what would motivate them to do so. 

Tactics
Noral conducted targeted research and analysis into those Americans who plan giving to NGEF. Using research results, Noral identified that planned giving to NGS helped satisfy the target audience’s financial needs, as well as its identity needs, while strategically reinforcing the Society’s competitive advantage to fulfill these dual needs. Noral created a communications strategy that humanized the quest for intellectual curiosity and stimulation achievable through planned giving to National Geographic Society. Key messages presented planned giving as a safe haven for investment; at the same time, subtlety reinforcing the National Geographic Society brand (look and feel) widely recognizable by generations.

Results
The advertising based on this research ran for years in the National Geographic Magazine and
National Geographic’s Traveler Magazine.