The financial services landscape has shifted significantly in the past decade with the expansion of investment vehicles and platforms that make investing accessible to more people beyond just financial service professionals. As the field navigates this period of evolution, MFDF serves a vital role in educating, advocating for, and convening independent board directors of registered investment companies. The small association is well-loved by its existing members, but MFDF needed to more clearly communicate its unique value to prospective members.

To help the organization articulate that value proposition, Mission Partners led MFDF through a strategic planning session, followed by a communications audit to assess how the brand currently shows up among its peers. Mission Partners then facilitated In-Depth Interviews with current and prospective members, using the findings to develop a revised brand and value proposition to highlight MFDF’s unique offerings.

MFDF’s welcoming personality now shines through its brand, capturing the unique qualities that make it a must-join association within the field. The new brand was also externally recognized, winning a Graphic Design USA award. The refreshed messaging has further allowed MFDF to clearly communicate the unparalleled experience that its members can expect.