In 2003, Stephen Clouse helped lead a monumental rescue campaign to revitalize George Washington’s historic home, Mount Vernon. The goal was to re-engage a disengaged audience and rebuild a declining donor base, a challenge requiring bold thinking and innovative strategies.
Stephen and his team identified two critical issues: young people had little interest in Washington’s legacy, and Mount Vernon’s major donor pipeline was shrinking as older donors aged out. The solution? A fresh approach that combined reimagined exhibits with dynamic fundraising strategies aimed at attracting new donors.
Going Beyond Comfort
One of the breakthrough moments came when they shifted Mount Vernon’s visual branding to the famous image of Washington crossing the Delaware River. This iconic painting wasn’t initially considered because Mount Vernon didn’t own it, but donor research showed it was a powerful image that resonated emotionally.
By taking a risk and obtaining permission to use the painting, they revitalized the campaign’s visual storytelling. The direct mail package, designed to resemble an old felt box, asked for significant contributions—and it worked. Mount Vernon received a $1.5 million gift from a new donor through this mail effort alone.
The Takeaway
Stephen Clouse’s success at Mount Vernon teaches us that breaking out of your comfort zone can yield incredible results. By pushing the boundaries of what is possible, you can tap into previously unimagined potential.
As Stephen says, “You’ll never know how far you can go until you have gone too far.” It’s a call to action for fundraisers to rethink everything—especially in challenging times.
