Build the World Campaign
Branding // Print // Digital // Created for Treetops Collective
Objective: Brand and design communications materials for Treetops Collective’s annual end of year fundraising campaign, and coordinate seasonal retail designs/communications to match.
Audience: Current and lapsed donors, volunteers, and past shop customers.
Solution: The theme of this campaign was “Build the World You Want to See,” so I came up with a design that incorporated Treetops’ signature leaf logo into an illustration of the globe.
The fundraising campaign included a print mailer, weekly emails to current and prospective donors, regular social media posts, a new donation page on the website, special holiday events throughout December, seasonal Treetops products, and a giftable ornament available with a donation of any amount.
For the print campaign, letters from the Executive Director were customized for different segments of current and prospective donors. I built a flexible template that could account for this variation, using the world logo to influence the colors and design elements used throughout.
A giving card was included with all letters, listing different possible giving tiers and which programs those gifts would support, so that recipients would be able to see the tangible impact of their giving.
I also redesigned the donation page on Treetops’ website to match branding/theme, where the different giving tiers were listed out in more detail.
I worked with a small business to create custom ornaments with the “Build the World” design wood burned onto one side, which customers could purchase for a donation of any amount, and then gift to a family member with a card noting the amount donated in their name, as well as information about the work that the donation would help fund.
I also designed a holiday gift guide (email and social media post) that featured the new Build the World products, as well as seasonal products created and inspired by refugee and immigrant women.
This coordinated campaign resulted in the highest grossing retail sales in any month since Treetops’ founding, as well as 58 first time donors in the month of December.
print & digital campaign
Print Materials
Email Campaign
Social Media Templates
Giving Tree Ornaments
seasonal products
