For a non-profit, a donation campaign calls for powerful visuals with a strong message that can drive significant revenue and brand equity. That strength can come in the form of a clever video, a graphic, website, event, or a combination of elements -- but all content must all revolve around a compelling central theme that ties everything together.
iDE: It starts with a drop
iDE used the tagline "Cultivating Potential" for a number of years, as it perfectly conveys the long-view of their mission: Investing in local, affordable agricultural technology supply chains to improve yields and incomes of farmers in rural areas around the world.
The video above was used to kick off iDE's "Cultivating Potential" rebrand, featuring the new logo style and tagline. It was shown at several events over the course of a month-long brand launch that raised over $100,000.
Of course, the video message, 'It Starts With a Drop', is a nod to both the new tagline, and the importance of water to the farmers in countries where iDE works.
Water For People
At Water For People the Everyone Forever Initiative started as a donation campaign, and developed into a foundation for messaging, and even programming for field operations. The premise was simple:
Access to water is necessary for a dignified human existence.
And Water For People is working to bring that to Everyone, Forever. Everyone is achieved when every school, every clinic, and every household has access to safe water and sanitation. And Forever meant programs that will last for generations to come.
In practice, this isn't so simple, so we needed a big visual to kick off the initiative. We had to explain the problem (of water poverty), what Everyone and Forever meant, and what it would take to solve this -- and we had to explain it quickly and clearly.
This initiative drove millions of dollars of donations over several years, generating media attention through an interview with the CEO by Forbes, a program review of Everyone Forever by Skoll Foundation, and numerous partnerships throughout its life, such as EvidenceAction.org
