Working with the executive director, I identified their funding goals for this event, and compared them to donations from the same event last year. Their goal was a full $7,000 higher than last year. There was also a new website the org published with a streamlined donation page, and so there was an additional desire to drive traffic there.
Something that excited me about this project was that every penny raised would go directly to patient care, not to salaries or overhead.
For the week leading up to Giving Tuesday, I designed and ran a series of advertisements on Facebook and Instagram, which featured photos of patients and volunteers as well as notable quotes. Somos Amigos has a huge library of photos of volunteers, patients, and the clinic in El Naranjito and a fairly small collection of graphic brand assets. Their logo, letterhead, color palette, and website design guided my use of colors and fonts.
Part of the visuals I created included a badge related to the Giving Tuesday effort while incorporating the figures from the logo. The badge included the Spanish hashtag #undiaparadarDR to relate to the Giving Tuesday event in the Dominican Republic.
The final part of the campaign was to create an image for use on the website, the Facebook cover photo, and an Instagram post thanking donors and posting about the success of the campaign. For this, I used the shape of Hispaniola, the island on which Haiti and the Dominican Republic reside, to mask the Spanish for thank you, Muchas Gracias.