The Story: Founded in 1822, the Royal Academy of Music is Britain’s oldest conservatoire, training over 850 students from 58 countries in more than 20 musical disciplines every year. In April 2022, the Academy launched its #Academy200 campaign to celebrate two hundred years since the conservatoire was established.
Their Bicentenary year’ was the perfect opportunity to clearly communicate the Academy’s goals and priorities, invite new and existing supporters to get behind the Royal Academy and shape the future of music.
The Story: Founded in 1822, the Royal Academy of Music is Britain’s oldest conservatoire, training over 850 students from 58 countries in more than 20 musical disciplines every year. In April 2022, the Academy launched its #Academy200 campaign to celebrate two hundred years since the conservatoire was established.
Their Bicentenary year was the perfect opportunity to clearly communicate the Academy’s goals and priorities, invite new and existing supporters to get behind the Royal Academy and shape the future of music.
The Brief: To support the Academy’s Bicentenary, we were asked to produce a direct mail appeal to around 15,000 individuals, with the aim of raising £40,000 in unrestricted funds.
The campaign needed to be underpinned by the Academy’s four key pillars to showcase how they are supporting the future of music:
Not only did we need to clearly communicate the Academy’s current goals and priorities to new and existing supporters, we needed to activate new and lapsed donors who have not responded to previous appeals. Each audience would need to have specific messaging depending on their relationship with the Academy.
Our Response: The music of tomorrow needs your support. With our future-focused messaging, we wanted audiences to feel part of the Academy’s community and connected to its history in celebrating its milestone Bicentenary year and see the difference they are making to the lives of the students, enabling them to unite and shape the future of music. Brilliant musicians need a place where they can train with legendary teachers and artistic collaborators. The Academy should be that place for generations to come.
Results: The Bicentennial campaign has been a run-away success raising nearly £57m in total. We are awaiting exact results for our DM pack. This is the third successful DM pack which we have delivered for the Academy.
Bicentenary Appeal