Client
The Seattle Globalist
Platforms
Social Media, Website Banners
Focus
Fundraising
Impact
The campaign helped the Seattle Globalist raise $114,000+ in donations.
THE CHALLENGE
The Seattle Globalist, an online publication, supported local journalism through a multicultural lens. The Globalist “provide[d] journalism training and publishing opportunities” as well as mentorships throughout Seattle.
In August 2017, the Seattle Globalist was informed their primary funding would be cut. To combat the shortfall, the organization needed to run a campaign in June 2018 to persuade readers to become monthly donors. For this summer campaign they had a special 2x and 3x donor match.
THE STRATEGY
The publication had limited brand materials to reference for the campaign assets aside from their logo – a lowercase “g” with Ben-Day dots inside, enclosed in a dark gray circle. Using Adobe Illustrator, I created three different concepts complementing the Globalist’s color palette – different hues of mint, yellow-green, and teal.
Staff chose two concepts to move forward with: the artistic blue concept, and the patterned denim-mint combo. I created a mix of social and website assets encouraging readers to become monthly donors. The brief included the following requests for social media:
- Posts to explain how the 2x and 3x donor match worked
- Refer-a-friend posts for current monthly donors following their social pages
- Testimonial posts with quotes from journalists at the Globalist
- Countdown posts for the number of days left to donate
They also needed multiple website banners encouraging readers to sign up as monthly donors.
Both of the chosen concepts included circular elements to mimic the Seattle Globalist’s logo. Each asset needed to balance a large amount of text explaining the 2x and 3x donor match, and use their #OurStoriesByUs hashtag. Keeping negative space was essential for legibility on social media.
THE IMPACT
The Seattle Globalist raised $114,220 in contributions throughout the 2018 campaign.
