LSE Daring to ask the world’s most difficult questions

The LSE’s 2030 public fundraising campaign is a serious invitation to back the people and ideas that create global change. But we figured even academics love a cartoon. Our ‘Curious Minds’ campaign taps into the unique spirit of LSE – intellectual curiosity. It’s helped to drive fundraising beyond £223 million.

[Campaign] [Strategy]

At a crossroads moment in history, NB’s job was to rally advocates, mobilise volunteers and inspire new donors. We found inspiration in the LSE’s founding principle – ‘Understanding the causes of things for the betterment of society’ – and invited the community to put their minds together to solve the world’s most difficult questions.

NB worked with illustrator Ruby Fresson to represent the bond that unites the LSE community: their unstoppable curiosity. The environmental illustrations feature characters deep in thought, in epic landscapes suggesting a mix of contemplation and adventure. Thought clouds posit world-shaping questions, from climate change to gender politics.

People felt proud to be a part of this initiative: ’Curious Minds’ launched in 2021 on campus, through a campaign microsite and a virtual Alumni Hub offering alumni an opportunity to shape the world. Within a year, fundraising had soared beyond £220m.; in just two years LSE hit its volunteering target of 100,000 hours.



In the first year after the public launch of the campaign, fundraising and volunteering soared.


Raised to date

75% of the overall 2030 fundraising goal has already been reached.


Volunteering hours

4,764 alumni in 118 countries have given their time, talents and expertise.


Decades of alumni

The campaign succeeded in engaging graduates from the 1950s to the 2020s.

“Thank you for the incredible role you played in making the Campaign public launch such a success.”

Ben Plummer-Powell Chief Philanthropy & Global Engagement Officer