Case Study on Friends of the Modesto Library

Brand • Website • Digital Strategy + Launch

Industry

Nonprofit / Community Fundraising

Range

Community-driven fundraising campaign supporting a $3 million capital initiative for a public library in Modesto

Systems Thinking

Alignment of brand, messaging, marketing materials, and paid media to support awareness, engagement, and donations

Partnership

Close collaboration to guide campaign branding, marketing strategy, and digital efforts during a critical fundraising phase

How do you build momentum and drive donations for a $3 million community fundraising campaign?

The Moment

The Friends of the Modesto Library were leading a capital campaign to support the library’s expansion and renovation, with an initial public goal of raising $2 million. As the campaign moved into its public phase, nearly $2 million had already been secured through early efforts, but broader community engagement and visibility were needed to reach and surpass that milestone.

We partnered with the Friends of the Modesto Library at this critical stage, building a brand and marketing system designed to increase visibility, engage the community, and drive donations through targeted outreach.

Through this work, the campaign successfully met its $2 million goal on schedule and went on to exceed expectations, ultimately raising $3 million in total.

Scope of work:

Campaign branding, logo design, brand guidelines, marketing materials, social media strategy, and paid media campaigns, supported by strategic website updates including resource integration, donation functionality, and the extension of the campaign’s visual identity within the existing site.

The Work

We approached the campaign as a full brand and marketing launch, aligning how it looked, communicated, and showed up across every touchpoint.

Brand Identity & Campaign Positioning
We developed a new visual identity designed to feel modern, aspirational, and community-focused, creating a recognizable brand that reflects the library’s role as a central hub for learning and connection.

Brand Guidelines & System
We created a comprehensive brand system, including typography, color, and usage guidelines, to ensure consistency across all campaign materials and communications.

Marketing Materials & Campaign Assets
We designed materials that clearly communicate the campaign’s goals, progress, and impact, making it easier for donors to understand where their contributions would go and why it matters.

Social Media Strategy & Content
We developed a structured content approach across Facebook and Instagram, focused on storytelling, campaign updates, and community engagement to keep the campaign visible and active.

Paid Media Campaigns
We implemented targeted Meta ad campaigns to expand reach and drive traffic, ensuring the campaign reached new audiences while maintaining cost efficiency.

Website Integration & User Experience

We updated the existing website to support the campaign, integrating resources in a clear, easy-to-navigate structure while extending the campaign’s visual identity without disrupting the original site. Donation functionality was streamlined to create a more direct and intuitive path for giving.

The Impact

The Friends of the Modesto Library campaign surpassed its original public fundraising goal, ultimately raising over $3 million to support the library’s expansion and renovation. The work helped transform early momentum into sustained public engagement, reinforcing the library’s role as a vital community resource.

Through a coordinated brand and marketing system, awareness was converted into action, driving visibility, community participation, and donor contribution during the campaign’s most critical phase.

$3M+ raised, exceeding the original campaign goal
64,000+ people reached and nearly 300,000 impressions generated with under $1,000 in ad spend
Increased community awareness and engagement during the public phase
A cohesive brand and marketing system supporting donor outreach and fundraising efforts

Earned local media coverage including The Modesto Bee, extending campaign reach and reinforcing credibility during the public phase

Your Brand Could Be Our Next Case Study!

At Gerbo, a leading branding agency in Modesto, we specialize in creating impactful brand identities that stand out. Our team is ready to help!