As a privately-funded charity, Save An Orphan Global had not invested in a clearly articulated brand position that allowed them to communicate with impact and clarity what made their vision and mission was.
Their corporate identity and brand collateral were outdated and didn’t stand up well against the messaging and campaigns of other charities working in the same regions of the world.
As a result all their external fundraising and volunteer recruitment efforts failed to make significant traction.
We worked with Save An Orphan Global to develop a strong position for their brand, by communicating the emotional impact of their activities. This was enshrined in the #DonateHappiness #DonateHope #DonateAFuture brand idea.
A key element of the campaign was to create shock by informing donors of the often horrific and real consequences of not being able to support orphans and provide them with the means for a better future. (See the “When I grow up…..I’m going to be a prostitute” campaign below)
We also looked at messaging across channels and audiences in order to communicate this positioning in a way that drives response, in terms of donations and volunteer sign ups.
After framing this new position, we refreshed the company’s look and feel and created visually compelling brand collateral. We developed guidelines for the charity to ensure consistent use of the logo, and a clear look and feel for the brand.
Since the deployment of the new brand message and redesign of all their brand collateral, website and marketing materials, Save An Orphan Global have seen a significant increase in all their performance metrics from donations, volunteer requests and corporate sponsorship interest, which has allowed them to expand the sphere of their activities.
Most importantly they have seen a quantum shift in the focus and morale of their core team who have rallied behind and are inspired by the new vision and brand position that the charity has chosen to adopt.
increase in donations within 12 months.
online donations generated per month
for key Google search terms