Razorback Foundation Re-Brands
Razorback Foundation
Razorback Foundation
Publisher
Posted Jan 24, 2013
Clay Henry


The Razorback Foundation announced plans Thursday in what it calls is a re-branding of the athletic department's fund raising arm.

FAYETTEVILLE, Ark. – A new logo, website and membership brochure are the latest initiatives launched by the Razorback Foundation, Inc., to modernize its operation and increase communication to better serve its more than 13,000 members.

The genesis of the Razorback Foundation’s rebranding and launch of its website is a result of critical feedback the Foundation received from its members combined with the organizations deeply-rooted desire to be a best-in-class athletic foundation that supports student-athletes through satisfied and engaged members.

At the same time, another focus was modernizing the brand – making the Razorback Foundation current with student-athletes, fans and members alike. The new brand is a leading example for other athletic foundations throughout the country.

“Just as Razorback Athletics has grown to consistently rank among the nation’s best, we are working to position the Razorback Foundation as one of the most responsive and effective athletic foundations in the country,” Executive Director Chris Wyrick says. “Foundation support is vital to the success of Razorback student-athletes enabling them to pursue their college degrees, successfully compete in their respective sports while proudly representing the University of Arkansas and our entire state.

“One of the most important things we learned through the Razorback Seat Value Plan (R.S.V.P.) process was how important our members’ feedback was in helping us shape and modernize our organization to more effectively serve our entire membership. By taking these important steps, we are further engaging our members and building a foundation to support one of the nation’s most successful intercollegiate athletic programs.”

The Razorback Foundation, originally founded as the Razorback Scholarship Fund in the early 1970s, now supports the modern needs of 19 sport programs at the University of Arkansas including more than 460 student-athletes annually. The new Razorback Foundation logo is reflective of the organization’s continued transformation and utilizes cleaner and more modern edges to provide a more professional appeal and differentiate it from a more traditional collegiate design. The logo features a larger Razorback giving a greater emphasis to the iconic signature mark of the University of Arkansas and the Razorback program.

The new website (RazorbackFoundation.com) includes an updated design that aligns with the Razorback Foundation’s new brand. The site gives visitors an inside look at the Foundation, including photos, bios and contact information for all staff members as well as better access to the organization’s history, mission and purpose. The site includes the most frequently asked questions among members and answers to those most commonly asked questions.

The site also allows members the opportunity to learn more about the new Letter of Intent system recently implemented by the Foundation to simplify the giving process. The Letter of Intent allows members to outline all of their expected contributions to the Foundation for all sports for the entire year in a single place, and includes a downloadable Letter of Intent that can be completed and returned to the Foundation.

Current or potential members can also access easy to use charts that outline the various benefits that accompany each level of membership within the Razorback Foundation. In addition, visitors can download a membership brochure and get the latest information on Razorback Clubs, including contact information for key club contacts in their areas. Later this month, a mobile version of the website will be available for members to access all of the information from their mobile devices or tablets.

Razorback Foundation members have also been recently mailed a newly re-designed membership brochure. The new brochure features a modernized style with much more information than ever before. The brochure includes stories about former Razorback standout student-athletes and their success following their career at the University of Arkansas.

The brochure also includes valuable membership information including important upcoming dates and deadlines and information about the Foundation team member assigned to their region. Both the brochure and website preview more improvements requested by members that are coming soon while offering easier ways to provide feedback to the Foundation by phone, email, in-person or via social media.

“We want to maintain an ongoing conversation with our members to find out what is important to them,” Wyrick says. “With these new initiatives, we have provided them more accessible avenues to help deliver that feedback and engage them as an active participant in our program.”



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