Singapore Management University

As universities today strive to provide richer experiences for their students; break new ground in research and play a more impactful role in society, the ability to raise funds and unlock capital becomes critical. 



Singapore Management University (SMU) needed a distinctive and resonant capital campaign that would galvanise staff and faculty to its cause, but also engage with potential donors and partners in a meaningful and memorable way. 


Activiste conducted a series of stakeholder engagements and co-creative group sessions with SMU faculty and staff as well as donors and partners to identify a Brand Opportunity for the capital campaign which would reflect the aspirations of SMU, as well as focus on the impact the university has had.


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Co-creating a compelling strategy that would inform the entire design and implementation of the Imagine Better Campaign.


In-depth focus group discussions were also conducted among alumni members and post-graduate students to validate initial ideas, and draw crucial insights that would further impact the direction of the giving campaign. Most importantly, multiple discussions with donors, industry partners and foundations helped us draw critical inputs that solidified the giving campaign concept.


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Engaging with the senior leadership team to collectively uncover considerations and brainstorm ideas for implementation. 


Through an iterative approach with SMU’s working team, Activiste transformed strategic insight into a creative concept and “IMAGINE BETTER”, was developed as the thematic that would guide SMU’s capital campaign. Supporting this was a clear messaging strategy to help engage multiple segments of donors, and compelling opportunities were defined, encouraging donors to make a difference to the future through their giving to SMU. 


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Evaluating ideas with donors, alumni and key stakeholders.


IB Townhall

Introducing the Imagine Better idea to the wider SMU institution, as a theme that permeates not just the capital campaign but the entire institution – reflecting and reinforcing the institution’s recently developed brand proposition of Meaningful Impact. Pictured is SMU's Provost, Prof Lily Kong.

Kim’s big picture view together with her attentive listening to the needs of various stakeholder groups has materialised in some high quality output that was endorsed y the highest levels of management at SMU as well as at the Board of Trustees level…She has also led her team well, shown by the many positive experiences and quality recommendations executed by her team members.

Chan Wai Leng
Director, Office of Advancement, Singapore Management University

Activiste created designs for the Imagine Better campaign communications material ranging from corporate stationery, greeting cards, merchandising to outreach material, including a special brochure to present the campaign objectives to potential donors.