The Annual Fund ads were part of a campaign to increase repeat donors to the Annual Fund. The challenge for our clients was how to explain the value of an unrestricted gift to an audience of MBA graduates who wanted to know where their money was going. At Booth, monies from the Annual Fund are used at the dean’s discretion for special projects and initiatives. I chose to embrace the word “unrestricted” by showing how such gifts allow the school to recruit and retain top students (“Unrestricted Possibilities”), support ground-breaking faculty research (“Unrestricted Thinking”).