Pathfinder International is an organization that champions sexual and reproductive health and rights by mobilizing communities to forge their own path to a healthier future.
With their global reach, they need funds to carry out their important work. While we consistently work with them on their efforts, year-end is an important time due to increased ad costs, and elevated competition of catching the attention of potential donors over the crowded holiday season.
Our end of year campaign series was broken into multiple phases, beginning by establishing an overarching theme of courage, and looking back upon 2019 to spotlight programmatic successes and the important work Pathfinder could accomplish with the support of its donors. The campaign showcased the ways in which a single donor’s gift will enhance Pathfinder’s mission in the year to come, especially with Rohingya refugees.
We leveraged a multi-channel approach across Pathfinder’s website, email, and digital advertising channels. Each ask included a match of 2-3x. The campaign leveraged multiple moments throughout the end of 2019, including Thanksgiving, Black Friday, Cyber Monday, Giving Tuesday, and the final week of the year, to seize upon this popular time for giving. This series strengthened overall support by invoking numerous tactics to convey urgency.
Pathfinder was clear in their desire to feature graphics in their end of year campaign that pushed the envelope more than their branding had done in the past. They wanted something new that would be eye-catching, standing out from the clutter of holiday ads and really focus on the issue and drive support to the cause.
The design direction we landed on was urgent and dire, and focusing on the need for support. The color scheme was eye-catching and to-the-point in black, white, and a palatable, but-urgent red. The typeface was a bold and simple Source Sans Pro Variable, allowing the images to hold the weight of the interest on the page, while also clearly communicating our messages of need.
To increase our impact, as we tracked the return on our ad spend, we noticed that the most effective graphics were the most dynamic and told more of the story. Highest performers were those with multiple images woven into scarves, and animated GIFs that showed multiple images within one ad, or emphasized the urgency of the campaign with countdowns.
With this knowledge, we shifted all of our creative toward the best performing pieces and saw a continued uptick in donation dollars.
Our end of year campaign series was broken into multiple phases, beginning by establishing an overarching theme of courage, and looking back upon 2019 to spotlight programmatic successes and the important work Pathfinder could accomplish with the support of its donors. The campaign showcased the ways in which a single donor’s gift will enhance Pathfinder’s mission in the year to come, especially with Rohingya refugees.
We leveraged a multi-channel approach across Pathfinder’s website, email, and digital advertising channels. Each ask included a match of 2-3x. The campaign leveraged multiple moments throughout the end of 2019, including Thanksgiving, Black Friday, Cyber Monday, Giving Tuesday, and the final week of the year, to seize upon this popular time for giving. This series strengthened overall support by invoking numerous tactics to convey urgency.
