End-of-Year Giving Campaign
2024
A traditional non-profit giving campaign focused around impact and annual reporting.
Project Duties:
Lead Design
Collateral Execution (digital + print)
Email and Website Design
Vendor Management
Minor Copywriting
Vision
Impact matters most
While not an atypical campaign for a non-profit, there’s a lot noise during this time of year. We needed something to grab attention and show people exactly what their donations support.
Challenges
Traditional techniques
Past strategies relied on copy-heavy letter-writing techniques and it was difficult break past habits. Metrics and analysis were needed to show these more traditional styles of philantropy asks had begun to fall flat and the risk was worth the potential gain.
Outcome
High visual, high impact
We favored large, impactful photography over the wall-of-text that a typical donor letter. There was a time and place for copy, but highlighting impact stats became central to the communication strategy.
Header photo: Brynn Osborn
Collateral
More Print
Having seen stronger results from print in the past, we doubled down on print collateral and created pieces that curated to specific donor audiences.
With an iconic view, we utilized large, impactful photos in email with minimal text overlay. A balance of impact and imagery, we married the traditional development model with more modern email design.
Website
Akin to an annual report, we made an interactive impact report so patrons could see their giving at work.
Extras
Supplementary postcard assets used during the campaign but also for clients, partners, and donor relations.
