London Business School: Forever Forward

London Business School formally launched in November 2022 with the ambitious target to raise £200m to strengthen the school’s long-term future and global prestige. I led the team at GOOD who created the campaign platform and case for support, a suite of core campaign assets, a master toolkit, and the campaign website. The core communications strategy centred on three core pillars: Championing Global Talent, Shaping the Future of Business and Advancing Sustainability.

The campaign functioned as a major appeal and united personal and corporate giving, legacy gifts, multi-year pledges and endowments. It centred community engagement across LBS’s global network of 50,000 alumni across 45+ cities world-wide and featured initiatives including the 30-hour ‘Global Give’. The five-year anniversary of the campaign is set for November 2027 and to date the campaign has raised £170m of it’s £200m target.