Prepared for University of Manitoba · Via Guru Agency

When philanthropy
comes home.

A 12-week Manitoba campaign timed to National Philanthropy Day, structured around the reality that giving decisions happen at home — over coffee, after the mail arrives, between dinner and a kitchen-table conversation.

Flight

Sep 28 – Dec 21, 2026

Anchor Moment

Nov 15 · NPD

Manitoba Footprint

36 sellable screens

Anchor Building

2815 Pembina Hwy

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01The Strategic Reframe

You asked for premium office. We're proposing something better-suited to your campaign.

A Quick Honest Note

Our Manitoba footprint is residential, not corporate office. We want to flag that upfront and explain why we think residential is actually the stronger venue for a philanthropy campaign than office — and not just because it's what we have.

Giving decisions don't happen in conference rooms. They happen at home. In the elevator on the way back from the mailbox carrying a year-end appeal. Over dinner with a partner. The moment between "should we give to UM this year" and "yes, let's do it" is a domestic moment, not a workplace one.

For your donor and alumni audience, our 36 sellable screens across 13 Winnipeg residential buildings reach them in exactly the context where philanthropy thinking actually happens — sound-off, captive, 4× per day, in the elevator of the building where they live.

And for the industry / business community segment, those decision-makers go home too. Corporate giving discussions happen between executives and their partners over weekends, not at desks.

The Reframe

"Office reaches your audience while they're at work. Residential reaches them in the moment giving happens."

// VI strategic note · UM Philanthropy Campaign 2026

02Who We Reach

Your five audience segments — all reachable in residential.

Each segment makes giving decisions at home. Each is reachable in our Winnipeg residential footprint.

// 01

Alumni

UM grads who stayed in Manitoba. Live in our anchor buildings, especially the Pembina corridor near campus.

// 02

Current + Prospective Donors

Past givers and lapsed donors. Year-end giving is the highest-conversion window in the philanthropic calendar.

// 03

Industry + Business Community

Corporate decision-makers reached at home, where corporate-giving conversations actually happen between partners.

// 04

Faculty + Staff

UM employees living in Winnipeg, particularly the Pembina corridor close to campus. High emotional affinity already.

// 05

Retirees

Often the highest-value philanthropic donors — established wealth, time to engage, emotional connection to alma mater.

03The Campaign Architecture

Three phases, mapped to the donor journey.

Build awareness, peak at National Philanthropy Day, push through year-end giving.

// PHASE 01

Sep 28 – Nov 9 · 6 weeks

Build

Impact storytelling. "Here's what philanthropy made possible." Gratitude-forward creative builds emotional foundation before the ask. Lower frequency, broader exposure.

1/16

Loop Share · Build Phase

// PHASE 02 · PEAK

Nov 10 – Nov 22 · 2 weeks

NPD Peak

National Philanthropy Day (Nov 15) sits at the centre of this peak window. Frequency 4× the build phase to dominate elevator share during the cultural giving moment.

4/16

Loop Share · NPD Peak

// PHASE 03

Nov 23 – Dec 21 · 4 weeks

Year-End Push

Tax-deductible giving urgency. December 31 deadline messaging. Direct CTA to give. Sustained mid-level frequency to stay top-of-mind through the highest-converting weeks of the year.

2/16

Loop Share · Year-End

Why This Structure

Most campaigns spread budget evenly. This concentrates it where giving actually happens.

04The Manitoba Network

Built for this audience, in the city that matters.

Sellable Screens

Across 13 Winnipeg residential buildings — apartment buildings and condo complexes.

5.1s

Active Attention

Per elevator ride — 2× the recall threshold and 2.5× digital advertising (Lumen Research).

4×

Trips Per Day

Per resident. Morning, lunch, evening. Frequency compounds across 12 weeks.

2,630

Imp / Screen / Week

At 1/16 loop share. Scales linearly with loop share at peak phases.

// WINNIPEG · PEMBINA HWY · TO FORT GARRY CAMPUS

The Anchor

2815 Pembina Hwy

Winnipeg, Manitoba — on the road to UM Fort Garry campus

Screens

Units

67%

Of Footprint

The single largest concentration in our Manitoba footprint sits on the artery that connects every Manitoba resident to UM's Fort Garry campus. Symbolically, your campaign quite literally lines the route home from the institution. Operationally, 67% of your delivered impressions come from one building.

05Three Plans

Three ways to structure the investment.

All three deliver the same audience and the same campaign architecture. The lever is frequency at peak — and how much in-kind extension we layer on top.

Plan A · Steady Awareness

Steady Awareness

Continuous 1/16 loop share across the full 12-week flight.

$7,056

Manitoba residential · 12-week flat frequency

Screens

1.14M

Impressions

13 Winnipeg buildings, all residential
Even frequency throughout flight
Single creative recommended
Standard reporting tier
Free mid-flight creative refresh

★ Recommended

Plan B · NPD Escalation

NPD Escalation

Build → Peak → Year-end push, frequency mapped to donor journey.

$12,936

Manitoba residential · 3-phase escalation strategy

Screens

2.08M

Impressions

13 Winnipeg buildings, all residential
Phase 1: 1/16 build (Sep 28 – Nov 9)
Phase 2: 4/16 NPD peak (Nov 10 – Nov 22)
Phase 3: 2/16 year-end push (Nov 23 – Dec 21)
3 creative variants — one per phase
Free Premium reporting tier upgrade
Free creative refresh between all 3 phases

Plan C · Saturation + Bonus

Saturation + Bonus

Continuous 2/16 in Manitoba + in-kind alumni-in-market office bonus.

$14,112

Client pays MB base · TO/OTT/CAL bonus is in-kind

Total Screens

2.44M

Impressions

13 Winnipeg buildings, 2/16 throughout
Continuous high frequency, no escalation curve
3 creative variants — one per phase
Free Premium reporting tier
★ In-kind: 8 office screens in Toronto, Ottawa, Calgary
★ 4-week alumni-in-market bonus reach
★ ~$1K+ in donated inventory value

Built Into Every Plan

Free creative refresh between phases. Free reporting upgrade on Plans B & C. Building-level targeting precision down to the elevator.

Every plan is designed around the in-kind value-add Priyanka mentioned in her original note. Plan C extends that with bonus alumni-in-market office reach in Canadian markets where UM diaspora alumni concentrate — at no incremental cost.

06Measurement

From impressions to donor signups.

For a philanthropy campaign, we propose layered measurement that goes beyond impressions delivered.

Delivered Impressions

Standard reporting on screen-level pacing. Phase-by-phase delivery, frequency curves, building-level distribution.

QR-to-Giving-Page

QR code on each creative drives directly to a UTM-tagged UM giving landing page. Scan-to-donation attribution included in reporting.

Attention Measurement

Lumen-validated active attention reporting. Re-introducing this metric on this campaign — defensible alongside impressions.

Brand Lift Study

Optional add-on: pre/post awareness study among Winnipeg residents in our building footprint vs control. Discuss if interested.

When philanthropycomes home.

You asked for premium office. We're proposing something better-suited to your campaign.

Your five audience segments — all reachable in residential.

Three phases, mapped to the donor journey.

Build

NPD Peak

Year-End Push

Most campaigns spread budget evenly. This concentrates it where giving actually happens.

Built for this audience, in the city that matters.

2815 Pembina Hwy

Three ways to structure the investment.

Steady Awareness

NPD Escalation

Saturation + Bonus

From impressions to donor signups.

When philanthropy
comes home.