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Boys & Girls Clubs of America

As one of the largest nonprofits in the U.S., Boys and Girls Clubs of America (BGCA) serves over 4.3 million youth across more than 4,300 clubs -- leveraging developmental programs, safe places, and mentors to ensure every youth in America has the opportunity for a great future. Despite boasting nearly 80% brand awareness, most people don’t really know what BGCA does. In short, the brand is well-known, but not known well. This combination of high awareness + low familiarity opens the door for not only brand misunderstandings yielding declining donations, but also blatant confusion with other category non-profits.

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The Challenge

BGCA approached Dagger to develop a breakthrough idea to communicate their brand story in a way that would stand out in the cluttered nonprofit landscape. Complicating this ask? A complex matrix of eight distinct audiences ranging from parents to donors, alumni, and more.

Our Approach

Dagger identified category conventions ripe for disruption and conducted primary research across constituent groups, revealing: 1. BGCA’s breadth and depth are unmatched in their category, yet no one outside BGCA knows it; 2. BGCA has a mind problem, not a heart problem; 3. There is no silver-bullet-benefit that threads all audiences.

The Execution

BGCA approached Dagger to develop a breakthrough idea to communicate their brand story in a way that would stand out in the cluttered nonprofit landscape. Complicating this ask? A complex matrix of eight distinct audiences ranging from parents to donors, alumni, and more.

 

The Challenge

BGCA approached Dagger to develop a breakthrough idea to communicate their brand story in a way that would stand out in the cluttered nonprofit landscape. Complicating this ask? A complex matrix of eight distinct audiences ranging from parents to donors, alumni, and more.

Our Approach

Dagger identified category conventions ripe for disruption and conducted primary research across constituent groups, revealing: 1. BGCA’s breadth and depth are unmatched in their category, yet no one outside BGCA knows it; 2. BGCA has a mind problem, not a heart problem; 3. There is no silver-bullet-benefit that threads all audiences.

The Execution

BGCA approached Dagger to develop a breakthrough idea to communicate their brand story in a way that would stand out in the cluttered nonprofit landscape. Complicating this ask? A complex matrix of eight distinct audiences ranging from parents to donors, alumni, and more.