Royal United Services Institute
Hope collaborated with the Royal United Services Institute (RUSI) to transform their £9 million capital appeal from a basic refurbishment request into a compelling vision connecting their historic building to their mission of creating a safer world, establishing strong foundations for successful fundraising.
Learn more about the projectContext
RUSI, the world’s oldest military and security think-tank, is a globally respected authority on defence and security matters. As part of their ongoing development, the organisation needed to raise £9 million through a capital appeal to support building improvements. Hope has worked with RUSI on multiple projects, from podcast branding to this significant fundraising initiative.
The challenge
The initial framing of the capital appeal risked being perceived by potential donors as merely a building refurbishment project—a functional but uninspiring proposition that failed to connect with RUSI’s broader impact and significance. The organisation needed to elevate the narrative to inspire major gifts that would reflect the institute’s global importance and future ambitions.
Our solution
Working closely with RUSI’s Development Director, Hope reframed the entire proposition, creating a compelling narrative that positioned the building not as a separate physical asset but as central to the organization’s core mission of helping create a safer world. This strategic shift elevated donor conversations from tactical discussions about facilities to inspiring dialogues about RUSI’s global influence and future impact.
By connecting the physical space to RUSI’s intellectual leadership and global security mission, Hope established the essential conceptual foundation for a successful £9 million capital campaign that resonates with donors’ aspirations to contribute to meaningful global change.
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