For Giving Tuesday and End of Year, the largest fundraising moments of 2022, I led creative strategy for Americares' email program, writing the content and designing the graphics that resulted in a +140% increase in year over year revenue between FY22 and FY23.
We also drove almost triple the amount of gifts over email as we did at this time in FY22 from 49 messages during November and December.
We also drove almost triple the amount of gifts over email as we did at this time in FY22 from 49 messages during November and December.
I began with a Giving Tuesday and End of Year creative concept deck, developing a cohesive mini-brand for this fundraising moment.
Warm, paper-like textures evoked a sense of human interconnectedness, while right-facing arrows suggested progress and momentum. A palette of complementary blues adapted to the winter season, with the brand orange serving as an eye-catching counterpoint for buttons and banners.
I developed our tagline "Through It All" and framing language that centered both the donor and Americares' work, while referencing several of our large-scale emergency response moments throughout the year, such as devastating hurricanes and the crisis in Ukraine.
I developed our tagline "Through It All" and framing language that centered both the donor and Americares' work, while referencing several of our large-scale emergency response moments throughout the year, such as devastating hurricanes and the crisis in Ukraine.
Our top performing messages featured urgent match language and prominent graphics in this cohesive "Through It All" brand, incorporating tactics like flashing GIFs, thermometers, and buttons.
