Creating an Impactful Non-Profit Campaign for Giving Tuesday

For this project, I selected a non-profit I believe in, Christie Lake Kids. We were to research and propose a design for a non-profit and deliver three pieces to advertise the fundraiser. I created the advertising for Giving Tuesday, the world’s largest generosity movement, when Canadians are encouraged to give back to the charities and non-profit organizations that matter to them most. I chose to create social media posts, mail chimps, a design for their website that directly linked to their donate page, and a print advertisement.

For a call to action, I proposed “Your Impact Amplified, Double Your Donation, Double The Difference!”, to easily get the goal of this campaign across, and use action words to get attention. Christie Lake Kids had a sponsor willing to match up to $20,000 in donations made on Giving Tuesday. To give proper notice of Giving Tuesday on December 3rd, we decided to have 4 social media posts go out, 1 week before, the Friday before, the day before, and the day of. I created 2 Mail Chimps, one to be sent out a week before and one on the day. I had a highlight set up on the website one week before and a printed poster shared on LinkedIn. We also wanted to highlight all of Christie Lake Kids' programs in Ottawa so I used a variety of images from the different programs they offer. In this process, we had multiple presentations opened to discussion for critique to improve our designs.