Finding Purpose in Fundraising

A few months ago, Tigermoth got a call from one of our favorite local organizations — Greensboro United Soccer Association (GUSA). The league had an exciting new venture on the horizon, an expansion of its stunning Bryan Park complex. Parental participation would be the critical final push toward reaching the association’s campaign goal. But how do you compel a target audience to give when they already are paying dues and funding uniform kits and travel soccer experiences? Like any successful fundraising project, you help them see the impact of their support. And that involves a little storytelling.

A partnership between GUSA and Tigermoth made perfect sense. Our team brings a wealth of fundraising communications experience; together, we produced all of the communications for a six-year capital campaign that surpassed its goal by $25 million. We were excited to help GUSA achieve success as well.

In producing a 12-page fundraising brochure, we managed the photography, designed the layout and crafted the language. We also took time to gather the stories of current players and “alumni” of the league who could best speak to the positive impact of playing on Bryan’s gorgeous, green fields. This helped us evoke the emotional tone that so often sets the stage for giving.

Have you had a chance to view our video on Ke’von Miles? Talk about evoking emotion. Ke’von, whose future looked grim when he was just 14, is now an amazing success story of another great organization we’re proud to call “partner’ –  the College Success Foundation – DC. Funded by the Bill & Melinda Gates Foundation, CSF – DC helps change outcomes for D.C. by creating a path to success for D.C. youth. With much of our work aimed at building awareness and affinity among donor and community partners, the videos, collateral and digital services we provide CSF – DC ultimately support the foundation’s fundraising efforts.


Stories help evoke the emotional tone that so often sets the stage for giving.


It’s stories like Ke’von’s that bring goosebumps, a few tears and the dollars that enable an organization to move their mission forward. Lucky us; we get to tell those stories. That’s why, when it comes to nonprofits and organizations that support the community, we’re a little smitten. It’s hard to resist the grassroots grit of people who come together to make the world a better place. Producing their fundraising communications enables us to share in their mission and, by extension, make our own positive impact.


Andrea Crossley Spencer is Co-founder and Director of Creative Writing at Tigermoth Creative. Her 20-year copywriting career spans advertising agencies and higher education. A fiction writer, Andrea is represented by Maria Carvainis Agency. She teaches writing workshops to young writers in local schools.