Endowments & Foundations Campaign
Jun 12, 2018
Showcasing a legacy of stewardship—from the smallest details to the broadest vision.
A data-driven awareness campaign designed to strengthen visibility for Cambridge Associates’ Endowments & Foundations practice.
Goals
Introduce prospective clients to the Endowments & Foundations practice area at Cambridge Associates (CA).
Develop an email marketing campaign and new landing page with a CRM-integrated contact form.
Implement analytics tracking to measure campaign engagement and conversion.
Visually express CA’s “micro and macro” brand metaphor—using paired photography (close-up and far-away shots) to reflect the firm’s distinctive approach to portfolio evaluation.
Discovery
In the design kickoff, the team identified the need to:
Reinforce CA’s value propositions through quantitative storytelling—using key numbers and metrics to demonstrate the scale and credibility of its services.
Illustrate the diversity of client types (e.g., private foundations, universities, healthcare institutions) through a donut chart or infographic.
Integrate thought leadership content such as relevant Insights articles to highlight sector expertise.
Embed custom analytics tracking to compare campaign performance against baseline site traffic.
Implementation
We developed multiple wireframes for both the email and landing page, refining layout and hierarchy to balance storytelling with conversion clarity.
Bold numerical callouts and illustrations created visual rhythm and broke complex information into digestible segments.
A donut chart visualization showcased the diversity of client types at a glance.
A Facts & Figures block reinforced credibility through proven performance metrics.
A/B testing of calls to action showed that “Learn More” outperformed “Contact Us” and “Explore Endowments & Foundations” in both click-through and form completion rates.
Campaign Outcomes
Month 1
Email open rate: 62.5%
Click rate: 35.2%
Landing page form completion: 22.2%
Month 2
Email open rate: 65.2%
Click rate: 35.3%
Landing page form completion: 22.4%
The campaign outperformed industry benchmarks for financial services, demonstrating that a clear content hierarchy, data-driven messaging, and design consistency drive stronger engagement and conversion.
Metrics Callout
📬 65% email open rate—strong subject line performance and brand recognition
🔗 35% click rate—2× industry benchmark for financial services campaigns
🧩 22% form completion rate—effective layout and conversion design
⚡ 17% CTA improvement—“Learn More” validated through A/B testing
📊 Integrated analytics—real-time campaign performance tracked within CA’s CRM dashboard
Campaign landing page desktop design:
