Not just a building: the 'More Mansfield. Forever.' Campaign

More Mansfield. Forever. is a purpose-led fundraising campaign raising money for an estate transformation project by deliberately putting values – not bricks – at the centre. The campaign set out to secure philanthropic support by articulating what makes Mansfield College distinctive: a long-standing commitment to access, inclusion and life-changing education. Rather than positioning the project as a capital necessity, the campaign framed it as an enabler of values – protecting and extending the experience that generations of students associate with the College.

Led by a strong creative developed with Baxter & Bailey, More Mansfield. Forever. aligned leadership giving, donor communications and Giving Day activity under a single emotional idea. This consistency allowed supporters at every level to see themselves, not as donors to a project, but as custodians of Mansfield’s future. The campaign culminated in a record-breaking Giving Day delivered with Hubbub. A final, playful social media push – “More than Christchurch” – harnessed pride and friendly inter-college rivalry to drive participation, resulting in a surge of donors in the closing hours. Giving Day alone raised £90,925 from 251 donors, with social media accounting for 17% of donor traffic compared with just 4% in the previous Giving Day. High value pledges – including a seven figure gift pledged at the start – helped the College reach 70% of its philanthropic target for the project six months early. The campaign demonstrates how purpose-led creativity, emotional insight and rigorous evaluation can raise funds for a capital cause while strengthening positive sentiment towards